CASE STUDY: 22 AND YOU with Christian McCaffrey

We like to strategically plan ahead and be proactive, but sometimes you have to react in real time. 22 and YOU was a campaign developed in response to the needs of frontline medical workers during COVID-19. 22 and YOU was developed, launched, and completed within ONE month’s time — raising over $250,000.

Client Name:

Christian McCaffrey, running back for the Carolina Panthers

Overview:

Christian approached CFC in 2019 about the development of the Christian McCaffrey Foundation, focused on supporting U.S. armed forces. However, with the onset of COVID-19 in early 2020, Christian felt the urge to do something; and do something fast. Together, we created the strategic plan, logo, brand, website, and mission of 22andYOU in just under ONE WEEK and ran the campaign for one month, raising a quarter of a million dollars for healthcare workers in Denver and the Carolinas.

Campaign Timeline:

Our Approach:

Build a Brand

One of our first steps was to build a brand for 22 and YOU including a name, logo, key messaging, a collection of graphics, and website.

In a matter of days, we were able to provide a cohesive and professional look-and-feel that would resonate with Christian’s audience and supporters. We also a built a fully functioning website with clear messaging and a strong call-to-action to donate.

Engage Partners

First, we knew we needed to enlist professionals to help us distribute 22 and YOU funds properly, so we partnered directly with the Denver Health Foundation, North Carolina Healthcare Foundation and South Carolina Hospital Association Foundation.

Second, we turned to Christian’s sponsors incluing Lowes, Bose, and UBS to help spread the word and to donate to the cause.

Coordinate the Launch

Using the power of Christian’s social media following and in coordination with 15+ major sports we were able to make a huge splash on “launch day,” generating $115,000 in the first 24 hours.

News coverage included: Sports Illustrated, NFL.com, Yahoo! Sports, TMZ Sports, Bleacher Report, and USA Today.