• Loading stock data...
Saturday, March 2, 2024

How the Cardinals are Quadrupling Their Instagram Comments with a Simple Partnership

‘Whose Shoes’ is helping drive conversation among followers.

An example of the post the Cardinals have used for the initiative. (Photo via Brandon Naidus)


Paid partnerships can be distractingly obvious at times.

From players who may just copy and paste what their partner tells them to post, sorry Markelle Fultz, to brand integrations that just feel forced, it takes quality planning and strategy to execute an engaging and native campaign.

Luckily for the Arizona Cardinals, they have done just that with their ‘Whose Shoes’ partnership with Nike and are now reaping the rewards.

“We have definitely noticed a lot more comments than usual,” said Brandon Naidus, Social Media Manager for the Cardinals. “This lends nicely to our reach with Instagram’s algorithm.”

How many more comments than usual? We examined 79 of the Cardinals’ Instagram posts that didn’t have to deal directly with a game and were outside of the ‘Whose Shoes’ partnership.

Those 79 posts averaged 54.7 comments per post.

The ‘Whose Shoes’ posts? Averaging 263 comments per post.

https://www.instagram.com/p/BYte4_2F7rk/?hl=en

While the success of the partnership can be attributed to Instagram’s platform, Naidus believes buy-in from team executives has helped the most.

“Our executives believed enough in our social media efforts to add more resources to it, which allowed us to pull this off this year. Having a person dedicated to graphics and one dedicated to video has led to a lot more content opportunities for us to have sponsored.”

A year in the making, Naidus and his team knew that if they could deliver quality reoccurring content, that it could be monetized.

“We had the concept for ‘Whose Shoes’ last year actually. We were able to execute it this year though. Knowing that it would be a good piece of reoccurring content, we presented it to our business development team. With Nike as a partner, this made sense as a good tie-in for both of us.”

With the metrics already looking good, Naidus believes the partnership will be a success.

“At the end of the day our goal is to make sure it is a feature that makes our partner happy and our fans engaged. If we are able to crack 100–150 comments on this consistently this season and Nike is happy with the feature, then it is definitely a success.”

Putting together quality partnerships like this may not always be easy, but Naidus offered up some tips on how to be more successful.

“Be proactive. Develop a list of reoccurring content for your sponsorship team that includes bullet points on post frequency, the platforms it is distributed on, analytics and good potential brands to partner with the feature. Ultimately, the sponsorship department and you have the same goals. You both want to drive revenue. In order to do that, it makes sense to have content that is engaging, so that the partner gets their value from the feature and your fans enjoy your content.”


This piece has been presented to you by SMU’s Master of Science in Sport Management.


Front Office Sports is a leading multi-platform publication and industry resource that covers the intersection of business and sports.

Want to learn more, or have a story featured about you or your organization?Contact us today.

https://upscri.be/f32ae1

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

A former NBA employee posted to the league's Facebook account to voice labor discontent.

Former NBA Employee Calls Out League for Poor Pay, Benefits

The NBA’s Facebook page had a deleted post about labor issues.
Messi brings instant impact to anything he touches.

Inter Miami Now Outpaces Every NFL, MLB, and NHL Team on Instagram

Inter Miami has more Instagram followers than all NFL, MLB teams.

Historic Rise of Threads Creates Big Questions For Sports

The meteoric rise of Meta’s Threads has presented a pressing dilemma for sports properties

With Threads, Meta Challenges Twitter’s Grip on Sports

One of the leading tools for sports fan engagement now has competition.
podcast thumbnail mobile
Front Office Sports Today

Jenny Cavnar is Breaking Barriers During Oakland’s Strange Season

0:00
0:00

Featured Today

Sheer Madness: What You Need to Know About MLB’s New Uniform Saga

MLB’s reworked uniforms have become a major source of spring training controversy.
Oct 5, 2021; Kansas City, Missouri, USA; Bob Kendrick, president of the Negro Leagues Baseball Museum in Kansas City, points to the lettering outside of the museum Tuesday.
February 28, 2024

How Do You Keep Negro Leagues Baseball History Alive? Put It in a Video Game

Negro Leagues Baseball Museum attracting increased donations, visits from ‘MLB The Show.’
February 26, 2024

The Victor Wembanyama Rookie Card Market Hasn’t Matched His Hype

A cooling market and Fanatics autograph deal leaves big-money collectors waiting.
February 25, 2024

Sham Gods: The Rapidly Growing World of Sports Impersonators on X

Fake Schefters and Wojs, fabricated trade demands, and borrowed profile pictures.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Spotify
Multiple - USA Careers
Nike
Multiple - USA Careers
EA
Multiple - USA Careers
Drew Brees smiling while wearing hat

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.
al michaels and kirk hergstreit
September 15, 2022

Amazon’s Advertising Blitz Ahead Of First ‘Thursday Night Football’

‘Thursday Night Football’ has launched massive marketing takeover ahead of Chiefs-Chargers.
September 16, 2022

NBA Legend Scottie Pippen Latest Celebrity To Endorse LIV Golf

The former Chicago Bull is part of LIV’s celebrity marketing campaign.
Sponsored

How LivePass is Redefining Ticketing for the Next Generation of Fans

The next wave of ticketing technology.
June 21, 2022

NBA Finals Broke Records on Social Media

The NBA closed out the season with a bang on social media, eclipsing 2 billion video plays for a 19% increase over last year.
June 21, 2022

Gallo Winery Could Be New Player For Super Bowl Spots

Anheuser-Busch is giving up Super Bowl alcohol exclusivity for first in decades. NFL sponsor E. & J. Gallo Winery might step up with own commercials in the Big Game.
June 13, 2022

NBA’s Latest Floating Court Hits London’s River Thames

Hennessy continued their global initiative with the NBA by creating a floating court in the River Thames.
June 13, 2022

Steph Curry Is NBA’s Social Media King

Steph Curry isn’t only dominating on the court, he’s become the king of the NBA’s social and digital push.