""What is a skort?" an interviewer asked. Travis Hunter made his best guess. "What is primer?" she continued. Shemar Stewart wasn't totally sure. The questions were part of a social media video asking players about women's products. It was created by Betches, a media company that caters to a young female audience, and garnered 1.5 million views on Instagram. While it might not be traditional NFL content, it's resonating and building on the league's push to attract young women through partnerships with women-centered media outlets."
""As we want to connect with this audience, authentic, real storytelling is absolutely key," said Marissa Solis, the senior vice president of global brand and consumer marketing at the NFL. "So rather than doing targeted ads that really don't connect ... you give access to (Betches and The Gist) but they tell the story in their own point of view, being there, front and center. And I think that connection is something paid advertising can't do.""
At the NFL draft, prospects answered questions about women's products in a social video by Betches that attracted 1.5 million Instagram views. The league formed partnerships with Betches in December and The Gist in August to reach young female audiences. The NFL views women as central to broadening its appeal, a strategy that gained momentum after Taylor Swift's public relationship with Travis Kelce. The approach emphasizes authentic, real storytelling through partner platforms rather than traditional targeted ads, allowing those outlets to present content in their own voice and create stronger audience connections.
Read at AP News
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