TYPE:
DIGITAL CAMPAIGNS, DATA SCIENCE, STRATEGY
YEAR:
2016—2024
TOOLS:
FIGMA, PREMIERE, PHOTOSHOP, ILLUSTRATOR, INDESIGN, MOVEABLE INK
SKILLS:
PRESENT, PITCH, MOCKUP, DESIGN, ANIMATE, DIRECT
AGENCY:
KMV DIGITAL
INDUSTRY:
SPORTS & ENTERTAINMENT
NBA
about
Each year, the National Basketball Association engages with its fanbase across a multitude of channels. Through KMV, we developed statistical models to generate insights from billions of rows of customer data, informing dozens of engagement, acquisition and loyalty programs.
I was able to push for a standardized brand creative, lead and develop tune-in templates to support the NBA's weekly emails, as well as multi-touch campaigns to drive fan engagement such as during their All-Star Voting period, and This Is Why We Play micro-sites.
Over the years, I also led the creative for their annual officials lineup, seasonal and special event promotions, WNBA and League Pass subscription promotions, internal insight presentations, and a plethora of newsletters that are seen by millions of fans all over the world.
Each year, the National Basketball Association engages with its fanbase across a multitude of channels. Through KMV, we developed statistical models to generate insights from billions of rows of customer data, informing dozens of engagement, acquisition and loyalty programs.
I was able to push for a standardized brand creative, lead and develop tune-in templates to support the NBA's weekly emails, as well as multi-touch campaigns to drive fan engagement such as during their All-Star Voting period, and This Is Why We Play micro-sites.
Over the years, I also led the creative for their annual officials lineup, seasonal and special event promotions, WNBA and League Pass subscription promotions, internal insight presentations, and a plethora of newsletters that are seen by millions of fans all over the world.
challenge
The main challenge was centralizing and making sense of an immense volume of customer data—over three billion rows—sourced from dozens of fragmented legacy systems. This required rapid alignment and integration of disparate datasets to uncover meaningful insights about fan behavior and preferences. The goal was to translate this data into actionable strategies for driving engagement, acquisition, and retention—at speed. Achieving this in a matter of weeks, rather than months or years, was critical to informing the creation of personalized fan experiences and scalable marketing programs.
The main challenge was centralizing and making sense of an immense volume of customer data—over three billion rows—sourced from dozens of fragmented legacy systems. This required rapid alignment and integration of disparate datasets to uncover meaningful insights about fan behavior and preferences. The goal was to translate this data into actionable strategies for driving engagement, acquisition, and retention—at speed. Achieving this in a matter of weeks, rather than months or years, was critical to informing the creation of personalized fan experiences and scalable marketing programs.
results
The initiatives delivered transformative results, including a 10x increase in registration rates and a 7% lift in subscription retention. By leveraging data-driven insights, we launched content-rich micro-sites that were unconventional and personalized eCRM programs that resonated with fans across the globe.
Standardizing the NBA brand creative ensured consistency across all digital touchpoints, while customized onboarding, exclusive content, and targeted event promotions helped convert casual viewers into loyal subscribers.
Today, millions of fans engage with the NBA through these tailored digital experiences, reflecting the lasting impact of the strategy.
The initiatives delivered transformative results, including a 10x increase in registration rates and a 7% lift in subscription retention. By leveraging data-driven insights, we launched content-rich micro-sites that were unconventional and personalized eCRM programs that resonated with fans across the globe.
Standardizing the NBA brand creative ensured consistency across all digital touchpoints, while customized onboarding, exclusive content, and targeted event promotions helped convert casual viewers into loyal subscribers.
Today, millions of fans engage with the NBA through these tailored digital experiences, reflecting the lasting impact of the strategy.
testimonial
Bram's creative direction and design production helped ensure that our digital campaigns all went off without a hitch. He has been instrumental in making sure our communications have been consistent, on-brand, and functional across multiple channels.
Stefanie Fertitta
Director, CRM Fan Lifecycle, NBA