One of the few things in place when I took on the Content Director role at the XFL was the hashtag #WorkingForHTown – which was intended to be the launch campaign for the team. It symbolized the resilience, grit, and determination the team represented, however I wasn’t particularly fond of it for several reasons. After some time of diggin deep with our social presence I presented my recommendation for a new campaign that I believe accomplished what the original one set out to, but catchier: #ForTheH. I knew we were on to something when we received a call from the Houston Astros a few months after we launched the campaign.
- Created the campaigns visual assets, including the static logo and animated versions.
- Collaborated with marketing, pr, and facilities teams to roll out new campaign across all team assets.
- Led the league in campaign engagement.
- Bonus: 20,000 fans chanting “For The H” on national television.