Brand Identity Development & Launch

Objective

Create and launch a socially-focused nonprofit brand that amplifies the true and largely untold story of “World’s Greatest Athlete” and Native American hero Jim Thorpe, and premarket an upcoming major motion picture biopic about his extraordinary life.

The Goals

• Create a brand identity that elevates the incredible life and work of Jim Thorpe
• Launch a nonprofit and build an active and robust social media audience
• Build a digital platform that offers fans and followers the tools and ability to amplify Native American stories & voices online

Solution

• Modern, inspirational and evocative brand strategy, logo, and style guide
• “Headline-worthy” strategic launch with a publicity-driving, non-partisan petition to restore Native American athlete Jim Thorpe’s official Olympic wins
• Highly targeted paid social campaigns
• Thought-provoking educational social and video content
• Partnership with Grammy Award-winning and mission-aligned musicians Portugal. The Man through their nonprofit, PTM Foundation
• Digital rewards platform that enables community members to easily participate in the larger movement and help drive the mission by sharing strategically curated social content from Native voices and creators

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.