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In New Zealand, basketball is rapidly becoming more popular than some of our most loved sports. How could Schick and Basketball New Zealand recognise basketball fanatics – when they were all ages, came from all walks of life, and were scattered around the country?
The answer was Schick Everyday Ballers, a campaign that galvanised a community around the people at the heart of the sport: the everyday ballers. We used a micro-influencer social strategy to uncover 30 of New Zealand’s most iconic and inspiring ballers, resulting in an ownable, evolving, long-term platform to celebrate basketball in New Zealand.
Five slam dunks
From a very modest budget, Schick Everyday Ballers achieved five slam-dunks:
- 52 pieces of the highest quality, most diverse User Generated Content we’ve ever seen
- The fastest applicant uptake we’ve ever seen
- Reached over 1.5 million Kiwis
- Showed up in over 650,000 Facebook feeds
- Achieved over 360,000 comments, likes and shares from basketball fans.
“To me, basketball is family. Thank you for choosing me as a Schick Everyday Baller, it’s a real privilege” Shona Taikato (draft 3 winner).