NFL Newborn Fan Club Digital Assets
The NFL Newborn Fan Club develops deeper NFL bonds with families and inspires parents to pass down their fandom to the newest member of their team. The Club connects with casual and avid fans in a personalized, light-hearted way that delivers value and makes them feel welcome during one of the most special times in their life. The NFL Newborn Fan Club looks to reach parents of children ages 0-3 through personalized communication and grow the FCM database in number of names and detail about fans.
We were tasked with developing hyper-targeted digital assets and newsletters with team-specific content for download and information on upcoming events/news. The digital assets shown for Newborn Fan Club were broken out into 2 groups. Those who were subscribers and those who had yet to sign up. Those who had yet to sign up were targeted with the CTA ads.
Parents were encouraged to send in pictures of the children to be featured on the ads. Because NFC was targeting 0-3 year olds we focused on children in that age range with no other limitations race or gender. The group of children used was so enduring we could immediately see the overall improvement of the ads tested with and without children being used.
