The Grier7Heisman campaign is my favorite to date. Going into the 2018 season we knew we had lightning in a bottle with one of the top college quarterbacks in the nation, who just so happened to come from a YouTube famous family and was married to an Instagram influencer.
Following a mad dash of social marketing in July and August, we let Will's performance on the field dictate the path of the campaign once the season commenced. He did not dissapoint, finishing third in passing efficiency (175.5), fifth in passing touchdowns (37) and ninth in passing yards (3,864) in the NCAA.
No stone was left unturned in this campaign, with every piece of content scheduled out, culminating in the Heisman ceremony on December 8. Ultimately, Will ended up finishing fourth in the Heisman voting behind fellow quarterbacks Kyler Murray, Tua Tagovailoa and Dwayne Haskins, but the experience was once in a lifetime.
The start of the campaign began with the usage of Will's name as a verb, as well as his #7 uniform. We put out a teaser the week before the campaign began, and then created a 'hype' video that debuted on July 7th as 7:00 a.m. (fittingly). The campaign began in July to try and generate as much buzz as we could before the start of the season in late August. We continued the hype train through the months of July and August with a seven-part mini series using the term "Will To".