Client: Louisville Slugger (Louisville, KY)
Agency: MeplusYou (Dallas); Interbrand (Cincinnati); Doe-Anderson (Louisville, KY)
Budget: More than $15,000
With research uncovering that today's young baseball players are indifferent to bat brands, Louisville Slugger looked to differentiate itself among competitors.
The 129-year-old brand, known for its history and tradition with legends including Babe Ruth and Lou Gehrig, aimed to connect with younger baseball players.
Louisville Slugger published historical facts every day on Slugger.com to show how its longstanding history still defines the brand today.
On Major League Baseball's opening day, Louisville Slugger introduced the #LeaveYourMark campaign to inspire baseball fans and players to share stories of people who made a difference in their lives and post pictures on social media sites. With the excitement surrounding opening day, Slugger capitalized on the media buzz by introducing the new MLB prime bats to Houston Astros fans.
The bat, the first new design in 33 years, was signed by fans and will be a part of the Slugger Museum in Louisville, KY.
Slugger's Facebook fan base grew by about 30,000 with approximately 250,000 people sharing #LeaveYourMark stories in three months. The effort was covered in about 500 news stories in the US and Canada.
MLB players Andre Ethier, Brandon Phillips, and Joshua Hamilton engaged with the initiative, along with softball player Jessica Mendoza.
Louisville Slugger CMO Kyle Schlegel says, "where the brand's advertisements were not really noticed before, we now have some of our most important partners - retailers - saying that the work is simply the best in the industry."
The initiative is working with the Wounded Warrior Amputee Softball Team.