The primary goal behind our Question of the Day was to give our fans insight to who our players are off the court. In a year where we saw incredible growth across platforms, this series was a catalyst. We leveraged TikTok, Instagram, Facebook, YouTube to provide fun, entertaining content that resonated with fans.
We put together a comprehensive content plan for our Question of the Day series that included putting together a list of interesting, off-the-wall questions, identifying the times throughout the season to ask the questions to keep a regular posting cadence and the best times to post to elicit the most positive fan response. We knew the importance of keeping this vertical-style video to portray the rawness of the moments, that we’re bringing fans inside the locker room area as if they are part of the team.
We built trust with our players during training camp that these videos were fun/engaging and that allowed us to have even more success with the series when the team returned from the Olympic Break for a second training camp period in August, and we were able to drive great results.
Our Question of the Day videos proved to be a huge success this season, accumulating more than 12.5M video views, 514K engagements and providing $287K worth of value for our partner, FORUM Credit Union.
The series fostered a stronger connection between fans and players as fans had the chance to learn more about the players' personalities and interests. It was also interactive and relatable in nature, and by prioritizing and shooting this vertical, it increased consumption and shares.