DAVINA NIELSEN
MARKETING PORTFOLIO
Influencer Marketing
MEDIA & STRATEGIC PARTNERSHIPS
I developed and executed a comprehensive influencer marketing campaign in partnership with the University of Alabama quarterback Jalen Milroe and NFL prospect Terrion Arnold, as well as a paid media campaign with WBRC Fox 6 News! The campaign included a television commercial, social media advertising, influencer appearances, and a high-impact community event with over 1,500 attendees!
At the center of the campaign was a commercial with Milroe that I scripted and directed. It had a prime in-game slot for its debut and reached 214,718 households at least five times! The commercial was supported by a coordinated web and social campaign with WBRC FOX 6, generating 556,522 impressions, reaching 168,127 people, and driving 96,210 engagements.
This multi-channel approach elevated brand visibility, strengthened community relationships, and drove significant traffic to the website. Following the campaign, website traffic increased 76.35% week over week,
WBRC TELEVISION COMMERCIAL
CAMPAIGN RESULTS
214,718
TV COMMERCIAL
HOUSEHOLDS REACHED
556,522
SOCIAL MEDIA
IMRESSIONS
168,127
SOCIAL MEDIA
REACH
76.35%
INCREASE IN WEBSITE TRAFFIC
(WEEK OVER WEEK)
INFLUENCER APPEARANCES
& MEDIA COVERAGE
WBRC media coverage and appearances featuring Jalen Milroe and Terrion Arnold. (This is a rendering of the original photo to follow external branding compliance)
INFLUENCER APPEARANCES
& MEDIA COVERAGE
WBRC media coverage and appearances featuring Jalen Milroe and Terrion Arnold. (This is a rendering of the original photo to follow external branding compliance)
INFLUENCER APPEARANCES
& MEDIA COVERAGE
WBRC media coverage and appearances featuring Jalen Milroe and Terrion Arnold. (This is a rendering of the original photo to follow external branding compliance)
DELIVERABLES
Marketing Manager
Campaign Strategy
Strategic Partnerships
Public Relations
Media Coordination
Performance Reporting
MY ROLE
TV Commercial
Co-op Marketing Initiative
Athlete Partnership
Media Relations
Event Promotion
Web Optimization
Social Media Advertising
ONE PARTNERSHIP. MULTIPLE CHANNELS. MEASURABLE IMPACT.
By extending the campaign across broadcast, digital, social, media appearances, community partnerships, and live events, the campaign generated 556K+ impressions and 96K+ engagements while contributing to a 76.35% increase in website traffic.