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Minnesota Twins Micro-Influencer Strategy

Entered in Micro-Influencer Strategy


With an average fan age of 57, the Minnesota Twins find themselves in a similar position as many other professional baseball teams – fans are aging out and young fans aren’t engaging as quickly as they need them to. Add in a myriad of local “influencers” offering free tickets (to everything!) on social, and we knew we needed more than a basic micro-influencer strategy to reach a new audience of sports fans who expect authenticity and a unique POV when they engage online. 

So, we partnered with the Minnesota Twins to build a first-of-its-kind micro-influencer strategy that would leverage genuine interests and personalities of local influencers to inspire new, young audiences to think about the Twins, consider buying tickets to attend games, and most importantly, share their experience with their networks! 


We began by identifying four categories of Target Field offerings that we believed would excite potential young fans the most: Retail, Food & Beverage, Groups & Theme Nights, and Family. 

Then, we enlisted a team of micro-influencers to attend Minnesota Twins games and authentically share their day (or evening) at Target Field, through the lens of these four categories, throughout the baseball season. All five partner influencers were briefed on the categories, based on their particular following and the category we believed they’d identify the strongest with. Through this, they were able to cover a wide range of interests, speaking to their fans on the topics they’d relate most to. 

The Starting Lineup:

Additionally, we identified opportunities to bring in more influencers for one-off engagements throughout the season. These partners drove additional event amplification on top of the always-on influencer partnerships.


Our 46 micro-influencer posts received 1M+ impressions and 143K+ engagements, shared Twins branding, content, and the opportunity to attend Minnesota Twins games across our target audience’s feeds. Additionally, our influencer posts can be directly attributed to 242 ticket sales over the course of the baseball season. 

Most importantly, this program successfully connected with new, younger fans and even brought some of them to Target Field for games. We also received high praise and commentary from the influencers’ social communities, building a foundation of future fans through our micro-influencer program.


Video for Minnesota Twins Micro-Influencer Strategy

Entrant Company / Organization Name

The Social Lights, Minnesota Twins