Mock Social Media Campaign for Sportish
She’s Got Game was my capstone project completed during my final semester at the University of Florida. This campaign allowed me to apply the strategic communication, branding, and content creation skills I developed throughout my coursework to create a solution for a real-world audience.
Target Audience
She’s Got Game is designed for women ages 16–26 who are new to sports or consider themselves casual fans. To better understand this audience, I conducted social media trend analysis, competitor research, reviewed existing sports media content, and interviewed members of the target audience to gather feedback on their interests, challenges, and content preferences. This research revealed a need for beginner-friendly, relatable content that makes sports feel more accessible, welcoming, and inclusive.
Objective
The goal of She’s Got Game is to help women feel more confident engaging with sports by creating content that is educational, entertaining, and community-driven. The campaign is built around three content pillars: Cheat Sheets, which simplify sports rules and terminology; Fan Culture, which introduces traditions, game-day experiences, and fan etiquette; and Group Chat, which encourages conversation through relatable, shareable content that helps women feel more connected to sports and each other.
Success Metrics & Focus Group Results
To evaluate the campaign, I conducted a focus group with 10 women who fit the target audience. Success was measured by participants' perceived confidence, content comprehension, and the overall approachability of sports after interacting with the campaign.
Key Findings
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8 out of 10 participants said the content made sports feel more approachable and easier to engage with.
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7 out of 10 participants reported feeling more confident joining sports conversations after viewing the content. The remaining participants said they either already felt confident discussing sports or would need more exposure to build confidence.
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6 out of 10 participants identified the Cheat Sheets content pillar as the most helpful for improving their overall understanding of sports.
Overall, the findings suggest that She’s Got Game successfully made sports feel more accessible while increasing confidence among new and casual female sports fans.
Instagram Stories - Group Chat Pillar
