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New York Life "Homecourt pride" + Bleacher Report

 

 

The ACC/Pac-12 sponsorship is one of the largest moments on New York Life’s calendar. In the past, NYL maintained a steady presence via traditional "sponsored by" logo inclusions. With a desire to develop more meaningful consumer connections, we partnered with sports publisher Bleacher Report to increase differentiation against NYL's competitive set, and create a meaningful NYL presence surrounding the crowded ACC tournament.

In an effort to give back and inspire future generations, we developed a custom content program restoring the gymnasium of a local Boys & Girls Club chapter, highlighting New York Life Foundation’s charitable arm and efforts and their role in communities. Featuring NBA celebrity Marvin Williams and local mural artist Jeks, this fresh prospective proved out our KPIs of Awareness and Consideration, driving significant lifts across all key metrics including 61% in unaided awareness, 20% in likelihood to purchase and 21% lift in category perception.   

Publisher Partner: Bleacher Report

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