NBA India
In 2016, the NBA was well on its path to expand their online, digital, and broadcast operations in India.
I joined the agency, Sooperfly, as a Social Writer in 2016, exclusively for their NBA India client. In 2017, after their first season, NBA India moved to the agency, Monk Media Network, and with them moved our entire team. At Monk Media, I was hired as a Copywriter, a title I held until my departure in 2018.
In my two seasons with NBA India, I successfully owned brand strategy, curating daily content, reporting on games, and crafting copy. Collaborating cross-functionally, I stayed on the beat of the latest NBA news, trends, as well as the specific requirements and persona of our Indian audience. I was also responsible for crafting engaging digital campaigns for the overarching season, leading to consistently high growth and meaningful community engagement using paid and organic social growth strategies.
Over the course of two years, my team was the most successful group of marketing professionals to work with NBA India, regularly crossing targets way before our deadlines and enjoying the highest readership and viewership for the NBA in India.
Overview
September, 2016
to June, 2018
2 Million+
Pieces of content served:
10,000+
Totals
10 Million+
1 Million+
500,000+
Mumbai, India
Overall
growth:
150%
Selected top-performers
(redirects to the global NBA page now, post 2018)
Campaigns
Michael Jordan's birthday
On the event of Michael Jordan's 55th birthday, I had the idea of turning MJ into a publication cover star. The Indian audience responds really well to print media, taking the printed word really seriously. By making graphics and video art that makes MJ into his own magazine and newspaper headliner, I crafted a week-long campaign.
We also gathered authentic audience comments and turned them into quotes for the final video, which turned out to be one of the most creative birthday celebration campaign ideas my team has done with NBA India.
Stephen Curry's birthday
Stephen Curry is a superstar in his own right, and the Indian audience can't get enough of his content. So for his birthday, I replicated the success of the Michael Jordan birthday campaign. We invited the audience to comment with one word to describe Steph Curry, and featured them in a final video.
This time, I focused more on the creative direction, striving for the highest visual quality, snappy editing, and cinematic colours. Considering the short turnaround time, we still managed to grab a combined 90k views, making it yet another successful campaign.
NBA India
March 6, 2018
·
#30 turns 30!
Stephen Curry is made of the rarest ingredients known to man. Describe the Chef in one word in the comments section below, and stand a chance to be featured in a special video for his birthday!
#NBABDAY
9k
102 comments
95 shares
49k
NBA India
March 14, 2018
·
And the man with the ‘Golden’ touch turns 30! With YOUR love, the recipe for the Chef is now on the deck! Happy birthday, Stephen Curry! #NBABDAY
1.8k
16 comments
53 shares
41k
Bollywood Poster series
As part of their broadcast expansion efforts in the Indian market, the NBA was foraying into Hindi-language commentary for their weekend games. For its marketing, we were tasked with coming up with a unique campaign.
I crafted the idea of tune-in image announcements designed in the style of vintage Bollywood-style movie posters. It would include chunky Hindi text, corny puns, and dramatic imagery of key players. The campaign idea touched a nerve among the audience and kept them engaged throughout the season, so much so that they eagerly awaited the next poster every week.
This campaign was so well-received that NBA India extended it until the end of the season, which resulted in the accounts posting some insane figures on social media:
463% increase in the brand's social reach (average 369,531 reach per post)
782% increase in likes (average 6.7k likes per post)
68% increase in comments (average 183 comments per post)
104% increase in shares (average 53 comments per post)
At the end of the season, the agency, Monk Media Network, won awards and recognition for the campaign.
No creative campaign in NBA India's history has ever been this successful.
It's one of my proudest wins.
Monk Media Network
August 24, 2018
·
3 awards
2 months
1 kickass team!
It’s raining GOLD at Monk Media Network.
#SAMMIES Best social media brand (Sports category) - NBA India
#mCube - Masters of Modern Marketing Awards 2018
NBA Bollywood Poster Tune-Ins - Best Performance-driven Social Media Campaign
NBA Going Glocal - Most Engaging Content in a Digital Campaign.
2.7k
11 comments
9 shares
Typeset in Inter by Rasmus Andersson, and Cormorant by Christian Thalmann.
The color scheme is Flexoki by Steph Ango.
Crafted in Canada with no code in Framer