One Team. One Chant.
In the Summer of 2014 I wanted to create a social media campaign to embody the Kansas Athletics tagline of “One Team, One Chant.” The aim was to solidify the foundation of the concept in the minds of our audience, and to begin the 2014-15 season with a sense of unity amongst the various programs in the athletic department. To do this, I developed a photo-based campaign with our mascots Big and Baby Jay. I gathered the birds for a two-day photo shoot and created hundreds of images of our feathered friends lifting weights, running laps, drinking Gatorade and all sorts of other activities to prepare for the upcoming season.
Visualizing the Jayhawks as not just mascots but as athletes helped drive home the idea that every athlete, in every sport at Kansas, is a Jayhawk.
Since the campaign began, the #oneteamonechant content has driven 135,002 engagement actions. (sum of likes, shares, retweets, etc…) This is the most engaged month Kansas Athletics has ever had during the offseason. Specifically, the campaign included 35 Instagram photos, 32 tweets and 25 Facebook updates, garnering more than 15 million impressions.
— Kansas Jayhawks (@KUAthletics) August 26, 2014
— Kansas Jayhawks (@KUAthletics) August 2, 2014
— Kansas Jayhawks (@KUAthletics) July 25, 2014
— Kansas Jayhawks (@KUAthletics) July 26, 2014
— Kansas Jayhawks (@KUAthletics) August 27, 2014
— Kansas Jayhawks (@KUAthletics) August 7, 2014