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The 2018 WorldChampions

The 2018 Super Bowl was a historic day in Philadelphia, as was Jason Kelce’s victory speech. Eagles fans from around the country watched as Kelce, the teams center, gave an R-rated speech in an unforgettable outfit. As a Philadelphia native, I decided to seize this opportunity and create a t-shirt of this moment for fans to wear with pride, before the fad had passed.

      Elements

IllustrationMarketing

      Channel

WebApparelSocial

      Elements

IllustrationMarketing

      Channel

WebApparelSocial

      The Design

Memorabilia for an Unforgettable Speech

An illustration that documents both Kelce’s speech and the Super Bowl victory. The fluorescent color palette contrasted heavily with the black shirt, making it stand out against other super bowl memorabilia.

Mummers Pantone Strip green gold purple
Jason Kelce Logo Illustration Grid Design
Philly Eagles Super Bowl LII T-Shirt Jason Kelce Speech
Champions Custom Typography Adobe Illustrator Anchor Points

      The Marketing

Reaching the Fans within a Week of the Victory

After seeing the success of Instagram marketing campaigns, I reached out to Eagles fan pages with large followings for support. Pictures from the photoshoot were posted by the 5 largest Eagles fan pages and paired with clever captions, trending NFL hashtags and direct links. In addition, Etsy’s marketing platform and SEO pushed the shirt to Google Shoppings top 5 results for relevant keywords. I also donated T-shirts to the Jaws Youth Playbook foundation, created by NFL analyst and former Eagles' quarterback Ron Jaworski. The shirts were auctioned off at the 34th annual Celebrity Golf Challenge, with all proceeds supporting health and wellness of at-risk youth in Philadelphia.

Instagram Philly Eagles Sponsored Ad with Free Shipping Code Jack Demarzo
Philly Eagles Fan Drinking Bud Light for Superbowl LII Victory
Jason Kelce T Shirt Mock Up on Instagram Minimal Iphone Illustration
Instagram Philly Eagles Sponsored Ad with Free Shipping Code Jack Demarzo
Philly Eagles Fan Drinking Bud Light for Superbowl LII Victory
Jason Kelce T Shirt Mock Up on Instagram Minimal Iphone Illustration
Kelce Superbowl Parade Shirt at Jaws Youth Playbook Foundation Donation

      The Results

Over 1,500 Views in 7 days

The first week was a huge success, raising more than 1,250 views and 900 visits. Social media campaigns accounted for 25% of visits while searches through Google and Etsy accumulated 50%.

Etsy Stats Dashboard