How Amazon drove awareness and high-intent fan traffic during the College Football Playoff.
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Impressions
Significantly exceeded forecasted delivery
Forecasted using standard industry benchmarks
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Audience Sentiment
AI-analyzed audience response
Based on AI analysis of thousands of audience comments
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Cost Efficiency
Vs industry benchmarks
Benchmarked against standard influencer CPMs
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Click-Through Rate
Indicates strong purchase intent
Clicks drove directly to Amazon Fan Shop storefronts
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Partner: Amazon
Platform: Instagram
Talent: 54 college athletes led by high-profile football players including Mark Fletcher, Zabien Brown, Devin Sanchez, Bryce Boettcher, and KJ Bolden.
Timeline: A three-week, momentum-driven execution. Over 45 athletes were activated on 72 hours’ notice to establish early scale, followed by fast-turnaround produced content featuring high-profile players deployed within days of playoff wins.
The campaign delivered 7.9M impressions, nearly four times projected reach, while maintaining strong efficiency and audience quality throughout the College Football Playoff. Click-through performance exceeded industry benchmarks by 87%, demonstrating meaningful purchase intent despite an awareness-first strategy. Football-focused content executed around key playoff moments consistently led performance, validating the campaign’s real-time, momentum-driven approach.
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The campaign was built to move at the speed of the College Football Playoff, prioritizing rapid execution, real-time learning, and alignment with evolving fan momentum.
Out2Win launched with a large-scale UGC activation to establish early reach and performance benchmarks across campus communities. As the playoff progressed, early signals showed significantly stronger engagement from football-focused content, prompting a strategic shift toward produced executions featuring in-game relevant athletes during peak post-win moments.
Content was deployed within narrow windows between games to capitalize on heightened fan attention, with feed posts optimized for reach and Stories driving storefront traffic through tracked links. The campaign ran exclusively on Instagram, where organic amplification and earned media value concentrate most heavily during tent-pole sports moments.
By continuously reallocating resources toward the strongest-performing athletes and formats, the campaign remained flexible while staying tightly aligned with the playoff narrative.
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