Conscious Brand Identity Development & Launch

Creating a Movement to Elevate a Native American Icon & Community.

• Built brand to be an inspiration for the community we created from scratch to amplify the largely untold story of Native American hero Jim Thorpe as premarket to a major film about his life.
• Created and supported brand, marketing, communications and content strategy that uplifted Thorpe along with Native American stories and voices.
• Launched a conscious nonprofit that built an active and robust audience across platforms
• As reported in The New York Times, the Bright Path Strong petition we launched to restore Thorpe’s Olympic wins gained the attention of International Olympic Committee (IOC) and many important figures in sports, including US Olympic committee member Anita De Frantz, Native American gold medalist Billy Mills, Native American champion lacrosse player Oren Lyons, gold medal decathlete Caitlyn Jenner, the Pro Football Hall of Fame, and more.

Results

In the first 3 months, our ad campaigns delivered:

• 1.1M total social engagements
• 42.K social shares
• $137K earned media value ($9.30 value for every $1 spent in advertising)
• 12.7% CTR (clickthrough rate)
• $0.31 CPC (cost per click)
• 30.7% conversion rate
• 2.6M retargeting audience developed
• International Press Coverage including USA Today, Yahoo! Sports and CBS Sports

In less than six months, our organic social content achieved:

• 2M social engagements
• 7.7M social impressions
• 155% above average benchmark for Facebook engagement (0.23% benchmark avg of 0.09%)
• 2108% above average benchmark for Instagram engagement (24.74% benchmark avg of 1.12%)
• 3455% above average benchmark for Twitter engagement (1.6% benchmark avg of 0.045%)

After their launch, Bright Path Strong has maintained a robust digital presence, but more importantly, the movement is making a real difference. As The New York Times reported in December 2020, the petition we launched for Bright Path Strong in July 2020 to restore Native American hero Jim Thorpe’s Olympic wins has not only gained the attention of the International Olympic Committee (IOC), but the support of US Olympic committee member Anita De Frantz, Native American gold medalist Billy Mills, champion lacrosse player and Native American faith keeper Oren Lyons, gold medal decathlete Caitlyn Jenner, the Pro Football Hall of Fame, and many other important figures and organizations in sports.