University of South Carolina
Forever Garnet
Research, Strategy, Campaign, Digital, Social, TV
Insight.
Having endured several losing seasons in the highly competitive SEC, the Gamecocks needed to revitalize their fanbase and build excitement for the upcoming football and basketball seasons. The University of South Carolina has a long legacy of passion and pride in their rich athletics history.
Idea.
Building off their past success, new coaching hires and a fleet of star athletes, we developed “Forever Garnet,” a campaign portraying the pride of being a Gamecock. “Forever Garnet” became the rally cry to unite, excite and inspire their devoted fans to show their love for their team.
Impact.
In partnership with the media team at MogoSME, a strategy and rollout plan was developed that included OOH, Digital, Social and CTV and targeted the Carolina market and fanbase at the start of the Football Season. Through optimization and real time measurement we were able to refresh creative throughout the campaign to fuel the conversation and drive engagement with fans.
