THE BIG BOOM HOTLINE
Role: Social Lead
The Ask: A longtime partner of STN Digital, the Green Bay Packers were looking to revamp their Pro Bowl campaign for the 2025-26 season with an out of the box social stunt.
The Work: From concept ideation to final execution, I worked with the Packers social team to bring the Big Boom Hotline to life, taking a bold, fan-first approach that encouraged fans to vote for their favorite Packers players. The campaign introduced a real, functioning phone hotline where fans could call in to hear custom messages from Green Bay Packers players and leave voicemails of their own, supported by platform-native social content across Instagram, TikTok, Facebook, and X. A custom microsite extended the experience digitally, creating a seamless connection between participation and Pro Bowl voting.
Additionally, we created custom "theme songs" for top players that were shared on TikTok, where "unhinged," lo-fi, creative content outperforms polished graphics and campaigns. I wrote, recorded, edited and produced all eight player anthems.
The Results: Across platforms, the content generated 11M total impressions and nearly 2M video views. Over the course of the activation, the hotline received 40.3K calls and generated 729 fan voicemails. The campaign also drove audience growth during a key league moment. From November 27 - December 15, the Packers added 16.2K Instagram followers, a 107% increase compared to the prior period, while Facebook added 11.2K followers, representing a 112% increase.
Awards: 18th Annual Shorty Awards Best in Sports Finalist, 8th Annual Hashtag Sports Awards Best Event or Experiential Campaign Finalist
https://www.tiktok.com/@packers/video/7579763933842640183
https://www.tiktok.com/@packers/video/7577810580053003534
https://www.tiktok.com/@packers/video/7582414003289312525
IN-SEASON CREATIVE
Role: Social Lead
The Ask: For over 10 years the Packers have partnered with STN Digital for in-season creative and strategy support. Since 2024, I have served as Social Lead for the partnership, shaping strategy and delivering best-in-class ideation and creative.
The Work: Creative and ideation support includes weekly graphic series (24 Hours, Gameday, Win), reactionary content based on game and season storylines, illustrations, 3D motion graphics, and more. Additionally, NFL season tentpoles, including schedule release, NFL Draft, training camp, playoffs and more.
The Results: Since joining the Packers account in 2024, the team's social accounts have garnered 2.7 billion impressions (+190%), added over 238,000 followers (+198%), and seen a 5% increase in engagement rate on TikTok.
https://www.instagram.com/p/DOdn5bqjn5B
https://www.instagram.com/p/DN6qqkdge8U
https://www.instagram.com/p/DRlIBPWgfO_
https://www.instagram.com/p/DCVJxQ8Mkm6
https://www.instagram.com/p/DQb9JFrji1M
