This campaign was designed with a clear goal in mind, to not only showcase and announce the creation of a new department for the JSA sports agency, one that no other agency has but to also do so in a captivating way. By targeting the buzz that shared media creates we were able to hone in on what exactly we were trying to create. It is known how popular highlight reels are and how often they circulate throughout social media, getting likes and shares along the way. However, by overlaying the highlight videos with music from the athlete you see performing these athletic feats you add a new level of intrigue. The rationale is that we are going for that, “is that really them singing?” moment. It in turn will lead to searches, and more listening to the music. Basically, before the new department of JSA even gets started we are already doing our job and spreading the word on what these athletes can do.

The video announcing the new branch itself is a bit more cut and dry. Juxtaposing the feel of a concert against highlight videos highlights what this branch will do in a clear and obvious way. These are short-form videos, designed for 18-25 year-olds to get their attention quickly and hold it for the duration. We know what that audience likes, we know how their attention can drift and we took the appropriate steps. A social media blitz is all that is needed for a campaign like this, the brand recognition of JSA will get the earned media we need, the shared media was the clear target.