1. Kane County Cougars
In the fall of 2015, our organization unveiled a new re-brand and visual identity, a process that took18 months
to complete. The unveiling was a significant highlight in the 25th anniversary of our organization last year. Our
goal, which is always a top priority of ours, was to heavily involve oursocial media followers in the unique
experience of virtually unveiling our new re-brand. A series of posts through our Facebook page, as seen below,
encouraged our fans to ‘like’ and ‘share’ our re-brand unveiling. Through theirengagement, we would ‘unblur’
and slowly reveal the new visual look in advance of the full announcement on November 10.
November 5 – initial post with a heavily blurred image of the re-
brand. Facebook fans encouraged to ‘like’ and ‘share’ post to
help virtually unveil ournew look.
37,200 total reach (organic)
November 9 – second post with slightly blurred image of the re-
brand. Facebook fans encouraged to ‘like’ and ‘share’ post to help
virtually unveil ournew look.
25,700 total reach (organic)
November 10 – third post with the fully unveiled re-brand.
Randomly selected Facebook fans who ‘liked’ and ‘shared’ our
announcement won prizes and will be recognized at a 2016 game.
27,000 total reach (organic)
Our re-brand campaign was a success through a strategy of helping our social media followers contribute
towards a virtual unveiling of the new look. We received a total of 6,000 clicks on these 3 posts. Each post
was served to more than 25,000 people. Further, all of our engagement was organically driven (i.e. non-
paid through Facebook advertising). In 2015, through creative engagement as well as paid advertising, we
experienced a 60% growth in Facebook followers (currently more than 38,000).