Celebrity posts for one charity game earned 402,395 likes
Change The Game Sports Series brings athletes and celebrities together for charity events. For Battle of the GOATs, a celebrity flag football game at SoFi Stadium in December 2022, Woods Marketing matched every social post back to the event to show what it earned, so CTG could use that proof to sign sponsors for the next one.
brands and partners
Plus 31 story posts. Totals are from the CTG in-feed post report. Posting accounts included Terrell Owens, DeSean Jackson, Shawne Merriman, Ryan Lochte, Under Armour and Oakley.
Every player is a channel
Charity events live or die on attention. Instead of paying for reach, CTG’s talent roster already had it: athletes, actors and creators with real followings. The open question was what that attention was worth. Sponsors need proof before they sign on for the next event.
Woods Marketing set up CTG’s social and marketing accounts and designed its website, then ran a matchback after the event: every in-feed and story post from talent, brands and partners was logged with its likes, comments and shares.
A handful of big voices carried the reach
The top post, from actor Don Benjamin, earned 234,159 likes on its own. The rest of the roster added steady volume across 80+ posts.
Likes on top in-feed posts
Who posted
Athletes and celebrities including Terrell Owens, DeSean Jackson, Shawne Merriman, Ryan Lochte, Clinton Portis, TJ Houshmandzadeh, Marcellus Wiley, Tyler Cameron, Blake Gray, Barbie Blank and Scheana Marie, plus brand accounts Under Armour, Under Armour LATAM and Oakley.
Measure every post, then sell the next event
Ready-to-post wins
Branded game-day graphics and story frames gave talent something to share, and the posts that used them were easy to find in the matchback.
A few big voices matter most
One post drove more than half of all likes. Recruiting and briefing the top names is the highest-leverage work.
Reports sell the next event
A post-by-post report gives sponsors proof of what their logo earned, which feeds directly into CTG’s media kit for the next season.
Source: CTG Series Battle of the GOATs Instagram overview (high-level overview and in-feed breakdown). Likes, comments and shares are as reported for each logged post. Estimated reach figures in the original report assume a 5% engagement rate and are not used here. Event date and venue from the player promo graphics.
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