NILLY

 

CASE STUDY

 

Situation:

The name, image and likeness (NIL) era in college sports began with changes to NCAA rules in 2021 that allow students to capitalize on their NIL rights and earn money by licensing them to others. Since then, the industry has been chaotic and difficult to navigate.

NILLY is a first-of-its-kind investment platform that was founded by NBA legend Kendrick Perkins and Edly founder Chris Ricciardi. NILLY gives student-athletes immediate access to their NIL earning potential, and investors the ability to support their favorite college players, teams and sports.

NILLY needed a big media launch to establish itself and drive interest from investors and student-athletes.


Approach:

Understanding the power of earned media to establish a new brand entering the national market, the agency took a highly strategic approach to building a campaign that would reach and educate the maximum number of potential investors and student-athletes. The campaign was built on an embargoed pitching approach that would seed the story to appropriate media and maximize the impact of launch day:

  • Researched and built a targeted list of national media aimed at investors and the NIL sports world.

  • Developed materials, including a comprehensive Q&A, press release, and media pitches that clearly explain the platform and its benefits.

  • Began pitching a full week in advance to secure print and online stories, as well as broadcast interviews.


Results:

The NILLY launch campaign generated dozens of placements in NIL industry publications such as NIL Newsstand, across national business broadcast media, including FOX Business and Cheddar, and on digital media including Benzinga Pre-Market Prep and the Everyone Talks to Liz Claman podcast.

In just over a month, secured media placements exposed the NILLY platform and brand to an audience of roughly 60 million, and a story with CNN Newsource is currently being produced.

NILLY’s successful launch engaged interested investors, whose investments have funded the signing of the first round of NILLY student-athletes.

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