CAMPAIGNS & STRATEGY

From league-first activations to Emmy-winning productions, these are the campaigns that built audiences, created value for athletes and brands, and drove measurable results across engagement, revenue, and reach.

MARINERS SOCIAL MEDIA OVERHAUL

After joining the Mariners in 2020, a deep dive into the club's analytics informed a fundamental shift in approach. A more casual, personality-driven voice was introduced — infusing pop culture, memes and a group-chat mentality while better utilizing secondary accounts and reimagining lower-performing content. The strategy paid off consistently: the Mariners have ranked top 7 in MLB across platforms every year since, culminating in a record-breaking 2025 — more than doubling year-over-year engagements to 57.3M and generating 1.4B impressions.

Mariners Digital Shorts

The Mariners Digital Shorts reimagined a beloved franchise tradition as a social-first original content series, putting players at the center of scripted, character-driven storytelling. What started as an experiment grew into a revenue-generating franchise that expanded to regional TV broadcast and accumulated 15.8M impressions.

Dear Ichiro

When Ichiro Suzuki was inducted into the Hall of Fame and the Mariners retired his No. 51, we didn't tell his story — we let fans tell it for us. Dear Ichiro collected letters, voicemails, photos and videos from fans around the world, culminating in a tribute video narrated entirely by fan voices that served as the show open for his number retirement ceremony. The result was a 2025 Emmy Award winner and a Hashtag Sports Awards nominee for Best Life or Legacy Tribute.

#OURCAPTAIN

When David Wright played his final game in a Mets uniform, we built a full-day tribute worthy of the moment. The Our Captain campaign brought together pre-produced videos, graphics, quotes, photos and live content that told the story of his legendary career from start to finish — culminating in what was at the time the most engaged day in Mets social media history, generating over 25 million impressions across Facebook, Twitter and Instagram.

2023 MLB All-Star Logo Drop

The 2023 MLB All-Star Game in Seattle was a moment worth owning. The Mariners co-created the first-ever All-Star logo reveal campaign in conjunction with MLB, generating 8.5 million impressions, contributing to a sellout of the game, and setting a new standard for how teams and the league can collaborate on marquee moments.

Mariners.TV Launch

In partnership with MLB, the Mariners launched Mariners TV — bringing the club's content directly to fans for the first time through a dedicated streaming platform. As the strategic lead on the launch, the integrated marketing campaign spanned social, email, web and app — surpassing 115K subscribers in year one.