Postgame App

Case Study:

Clothing and Retail

Sensationnel – a leader in innovative hair products, known for sub-brands WhatLace?, X-pression, RUWA, Butta Lace and Bare Lace - aimed to increase brand awareness and highlight the unique benefits of their braiding hair technology. They sought to connect with college student-athlete creators and showcase how their products support an active lifestyle.

The Challenge: Boost brand awareness and highlight key product benefits

Sensationnel aimed to increase brand visibility and establish their RUWA braiding hair in particular as the preferred choice for college athletes with its water-repellent, lightweight features. The goal was to leverage partnerships with athlete creators to showcase the product's performance, elevate brand sentiment, and create engaging, authentic content across social media platforms.

The Solution: Leveraging NIL Athletes and Elevated Content

The brand partnered with Postgame to bring to life a multifaceted campaign that integrated a diverse roster of 13 women athletes across various sports and universities. Postgame curated the roster and helped athletes create a mix of organic and professionally styled media content – utilizing Postgame’s video production network – showcasing the benefits of RUWA braiding hair.

Postgame provided a full suite of services to maximize the impact of the campaign, including athlete recruitment, organic and paid social media strategies, professional media shoots, and extended content licensing. The content generated was utilized across Instagram, TikTok and Sensationnel’s owned media channels, licensing the athlete content for the brand’s website, email, retail signage and paid advertising.

The athlete breakdown included all sports, genders, and universities featuring:

13 athletes from 13 universities and 4 sports
200+ pieces of content
50+ social media posts
Content featured both Tier 1 (nationally recognized) and Tier 2 & 3 (regionally recognized) athletes for broad reach.