ICYMI, the best drama on TV this year didn’t come from your favorite streaming platform.  It came from the National Women's Soccer League 2023 season, where fans were left on the edge of their seats as 729 play-off scenarios were in play leading into the final weeks of the season. So when Nike tasked us with increasing conversation around the NWSL finals, we did something that has never been done for any sports league: submitted the whole 2023 NWSL season for the Golden Globes Best Drama Television Series.  

We utilized a diverse set of culture and sport partners to bring the submission to life, tapping into new audiences for the NWSL to drive interest and conversation for the finals. The campaign launched with a ‘For Your Consideration’ billboard in West Hollywood. Intrigue built as Deux Moi leaked images of the billboard, before confirming suspicions with a link to a Paper Magazine article that confirmed our entry into the awards.  A film for the NWSL submission with a classic movie trailer feel was posted on Nike channels in addition to other digital custom content with the Gist, Barstool Sports and social influencers, creating a groundswell of conversation in the days leading up to the finale. 
 

While we still don’t know who will be taking home this year’s Golden Globe for best drama series, what we do know is: 

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• - 70+ distinct custom content pieces across sport + culture partners delivered over 50M impressions for the campaign

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  - Online conversation around the NWSL increased substantially during the campaign

+1074% compared to the week prior to the campaign
+38% lift compared to the leadup week in 2022
+300% YoY for posts mentioning both Nike and the NWSL
 

- Sentiment of online conversation towards the NWSL improved, with the proportion of positive posts increasing by 10% vs 2022