Don’t Sleep on saquon

MOMENT
New York Giants owner John Mara famously said he would “have a tough time sleeping” if star running back Saquom Barkley went to their rivals, the Philadelphia Eagles.

OPPORTUNITY
So who better for Unisom to partner with than Saquon Barkley to show the magic of sleep and maybe throw a little salt in the wounds for Giants fans. When Unisom’s ad with Eagles running back Saquon Barkley started making headlines the Friday before the Giants , we went into ‘brace for viral’ mode on social. Throughout the weekend, more headlines surfaced one…after the other...(hey 👋 Sports Illustrated) and social conversations spread quickly within the insanely passionate NFL community, keeping us in the trenches of comment sections waiting for the right opportunities to strike with more content and playful banter. This partnership shows that with the right story and the right talent, a brand like Unisom can become a catalyst for culture-first conversation and let’s be honest, a lot of piping hot takes.

RESULTS
Despite being a much smaller brand, Unisom’s partnership with Saquon Barkley outperformed some of social most culturally revelant brands including Axe, Nutter Butter, Duolingo and McDonalds, generating over 1.9B impressions.

Bronze 🥉 Cannes Lion / Social + Creator / Health + Wellness
Silver🥈 Cannes Lion / PR / Health + Wellness
Gold 🏆 Clio Awards / Creative Effectiveness: National
Gold 🏆Clio Awards / Experience/Activation: Use of Talent & Influencers
Gold 🏆 Clio Awards / Public Relations: Real-Time Response
Gold 🏆 Public Relations / Use of Talent/Influencers
Gold 🏆 Social Media / Single-Platform
Gold 🏆 Social Media / Use of Talent & Influencers
Silver 🥈 Clio Awards / Branded Entertainment + Content: Social Media
Silver 🥈 Digital / Mobile + Social Media
Bronze🥉 Creative Strategy

Role: Director of Social Engagement; Led social community management strategy, implementation/reactive strategy.
Agencies: The Martin Agency (Creative), Lippie Taylor (PR), Havas (Media)