NE Black Wolves: Unfiltered Series

Project: New England Black Wolves: Unfiltered Series (2016)

Agency: Adams & Knight

Role: Strategic Director and Director

Challenge: To help connect the New England Black Wolves, a pro indoor lacrosse team, increase awareness and affinity in the greater Connecticut/Massachusetts markets.

Field lacrosse is huge in New England, but indoor lacrosse is largely viewed as a lesser brand of lacrosse. However, the truth is box lacrosse is actually considered both the more physical and skillful version of the sport – it also more than doubles professional field lacrosse in terms of attendance.

Audience: Current and former lacrosse players, and their parents, within 150mi of Mohegan Sun Arena (CT, MA, RI, NY)

Insight: Our target audience loves watching social content about the top lacrosse players, mainly because it’s a sport not much covered by broadcast networks.

Strategy: We created a social docu-series, “Unfiltered”, that not only introduced our audience to the star players on the New England Black Wolves, but also gave an intimate look at how skilled and physical these athletes are.

We filmed 4 episodes, each in a “day-in-the-life” style, and released them through the Black Wolves social channels.

Budget: $20,000 Production, $2,000 Social Promotion

Results: The Unfiltered campaign garnered acclaim both inside the lacrosse community and beyond. We engaged a targeted audience, changed their perception about the athletes and the sport and measurably impacted both engagement and sales.

• Produced 4 Episodes, averaging 6:00 run time

• Reach: 1m +

• Views: 600,000+

• 20% view to completion rate

• 3,000+ Shares

• 20,000 + engagements

• 8% Year-over-year increase in ticket sales