Situation: The Coca Cola Foundation and the Atlanta Braves partnered with National Center for Civil and Human Rights to recognize and exhibit untold stories from the careers of influential Black baseball players. The free exhibit was part of Atlanta Braves’ Hank Aaron Weekend. Given a short window of opportunity to visit the exhibit, the Coca Cola Foundation was seeking a partner to assemble and manage a team of Atlanta’s top influencers to visit the exhibit and share their testimonies on their Instagram Reels and Stories encouraging their peers to visit.

Results: Within 36 hours, Craft Brand Theory recruited, briefed, and managed a team of seven popular Atlanta-based social influencers to visit the exhibit and craft highly engaging stories on their channels. These efforts resulted in over 50 stories, 20,000 Impressions, 80 swipe ups, in addition to 4 Instagram feed posts with 8,000 likes. The National Center for Civil and Human Rights successfully met the attendance goal during this period, and much of the accelerated attendance has been attributed to the targeted influencer marketing activity.