Spring Training 2019
Testing the set with haze and leaf blower in hand. I ruined an otherwise badass photo.
Task
Spring Training is a fun time for the baseball universe. Green grass, warm weather, birds chirping, gloves popping. Fans flock south for the first taste of spring.
Each team takes a different approach to how they cover Spring Training. We use the time in West Palm Beach to gather as many season-long campaign assets as possible while also capitalizing on the excitement surrounding baseball’s return.
Action
In the months and weeks leading up to Spring Training, I take the lead on social content and work closely with our photographer and creative teams to flush out the campaign photo shoots. For the social content, I called weekly brainstorms, assigned tasks, created a content calendar, and gave direction to our creative crew on the look and feel of the Spring Training campaign.
With boots-on-ground, we focused on the campaign shoot in the mornings, quick-turn content when the team was out and about, and edited campaign assets in the afternoon. It’s a grueling two-week sprint, but I was proud of how our team came together capture and create unique, attention-grabbing content.
Execution
Edited campaign shoot graphic. A graphic was made for each player that came through the shoot — 41 in all — and posted each day in the month-plus leading up to Opening Day. Photos from this shoot were used in prInt, signage, graphics, and more throughout the season-long campaign.
Insider, Astros-only access gives a peek into one of our most popular and engaging players, Alex Bregman. Shot and edited by me.
Carlos Correa is one of our favorite players to interact with. Tons of energy, fun guy, content machine. Shot and edited by me.
During our two-week stint in WBP:
47 players into the photo shoot room
42 posts with photo
25 posts with video
Twitter: 5th in total interactions; 4th in interaction rate
Instagram: 10th in total interactions; 18th in interaction rate
Facebook: 6th in total interactions; 5th in interaction rate
Top posts by interaction per platform:
