Elevating Brand Awareness with MLB & Buster Posey
At Esurance, Haley spearheaded a campaign to raise mass awareness of the brand’s partnership with Major League Baseball (MLB) and iconic San Francisco Giants' star, Buster Posey, including launching Posey’s Instagram channel. Over the course of 2.5 seasons, the campaign generated 10B+ impressions.
Credits:
Client: Esurance
Agency: GMR
Partner: Major League Baseball
A key highlight of the partnership was the launch of MLB’s first-ever digital All-Star voting platform. The platform generated over 620 million votes in its inaugural season, nearly doubling the previous record. To drive awareness and fan voting, Haley orchestrated an influencer campaign that prioritized authenticity, engagement and reach in the selection methodology, including custom content and appearances from celebrity baseball fans, Joel McHale and Andy Cohen. Extensive followers ensured broad reach, while their diverse audience demographics enabled Esurance to expand beyond traditional baseball fan boundaries.
