Over the summer, the Arizona Cardinals changed the game by hiring the first female coach in NFL history, Dr. Jen Welter. Her story is not only inspirational and newsworthy, but it also provided Capella University with an amazing opportunity to spotlight the success of an alumna. The goal of the campaign was to increase awareness of Jen Welter's story and also highlight how her psychology degrees from Capella helped her bring a new perspective to her career.
By bringing Jen Welter and Sam Gordon together, we were able to highlight how Jen has impacted not only the NFL but also girls around the country. Within the interview, our strategy was to highlight how Jen's background and experience helped her to bring a unique perspective to a field that was previously untouched by women. The timing of the video release was essential because we wanted to take advantage of the momentum surrounding the NFL's first-ever Women's Summit and Super Bowl 50. To spread our message, we worked with 11 influential bloggers in the parenting, education and entrepreneurship space to bring diversified perspectives to the story. Additionally, the video was natively distributed across Capella's social channels and as a pre-roll asset.
We achieved our goal of massive reach and engagement through natively sharing the interview video on Facebook, Twitter and pre-roll. Additionally, the bloggers that we partnered with helped to extend our reach to their audiences and received phenomenal engagement.
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