Case Study:
Insurance
Allstate - the insurance brand synonymous with college football - looked to deepen their brand recognition across college sports, while providing athletes the platform to give back to causes that mean the most to them. The brand turned to Postgame to help bring to life a two-year campaign that elevated athletes’ charitable efforts and continued to cement Allstate’s authentic connectivity to college athletics.
The Challenge: Level up a long-established campaign
Allstate’s AFCA Good Works Team kicked off in 1992 to recognize and honor top college football players for their charitable contributions and volunteerism off the field. However, with a cluttered newscycle across the sports marketing landscape, the brand hoped to creatively and authentically bring to life their long-running campaign in new ways with athlete-led social media content.
The Solution: A multi-faceted campaign - rooted in authentic community service and support - leveraging the college football season excitement to drive media and fan interest
The brand partnered with Postgame - and their robust student-athlete network across the country featuring regionally and nationally recognized creators - to hand-select athlete participants who authentically fit the bill as consistent volunteers and stellar athletes.
Elevated Content Captures:
Postgame coordinated with charities, foundations, elementary schools, and local businesses to secure the appropriate approvals, licensing rights, and waivers for the brand to produce extremely unique and engaging pieces of content.
Licensing/Rights Navigation:
To get around any potential content licensing/rights issues, Postgame worked closely with the athletes, their schools, and community organizations to gather authentic, usable content that not only highlighted their community service efforts but also ensured the brand was safeguarded from any challenges.
With a full service production team in house, coupled with Postgame’s extensive knowledge of the NIL space, the agency was able to quickly adjust the campaigns scope and deliver 4x the produced content while maintaining the original timeline.
Strategic Media Interview Timing:
Postgame worked closely with Allstate to coordinate national media interviews for the athletes at the most opportune times during the campaign - and football season - to maximize visibility and impact.
This staggered media approach leveraged on-field performance and key moments during the season to drive even more interest and conversation around the campaign.
The Result: Breakthrough Brand Campaign
1 Million + organic impressions across both years
Former college stars, All-Americans and National Champions - and now NFL rookies - featured in the 2023 campaign included Blake Corum (Michigan/Los Angeles Rams), Will Shipley (Clemson/Philadelphia Eagles) and Ladd McConkey (Georgia/Los Angeles Chargers)
Allstate used athlete content on their own social channels in 2024 including Nicks Dawkins (Penn State), Garrett Greene (West Virginia) and Chase Griffin (UCLA)
2024 campaign had 22% average engagement and over 1,000 shares on less than 60 pieces of content
The campaign showed engagement over 2x higher than traditional marketing benchmarks.
Content Highlights :
