We created an ownable platform, the Nissan Kickoff Project, aimed at growing and maintaining participation in football at the high school level. Under that platform, the Nissan All-Canadian TITAN team was born: a national search for 70 high school athletes who’ve demonstrated leadership on and off the field. Managing multiple sponsorship programs, we created an extensive social media and influencer strategy across owned, paid, and partner assets to drive awareness and engagement, which garnered over 100MM impressions and accelerated brand sentiment and purchase intent by 2.7 and 2.5 times respectively.