#WNBATwitter

Me, age 9

Prioritizing women’s sports, especially women’s basketball, is always important to me. In my role at Twitter, I made it a point to Tweet about the WNBA, pitch different ways we could cover the league, tell my colleagues about the W, all the while trying to make inroads with the WNBA Twitter community. What started as seemingly small acts from me as @TwitterSports eventually grew into a cross-functional integrated marketing campaign in support and recognition of WNBA Twitter.

Starting small.

Tweets about the W

The commish showing love!

Getting serious.

The official #WNBATwitter hashmoji

Gaining steam.

2021 WNBA Draft Thread

It’s game time.

The official #WNBATwitter Campaign

When the team imagined what this campaign would look like, I kept returning to a phrase I had seen over and over again on Twitter. “The WNBA is so important” was first Tweeted by Ari Chambers in 2017, and perfectly encapsulated what we wanted to convey to the rest of the sports world. The WNBA is dope, its players are the best in the world, and Twitter is the place for conversation about the W.

The thunderclap

Since Ari’s Tweet was the centerpiece of the campaign, we started by amplifying her message. Other WNBA players, fans, athletes, and media figures followed suit.

Hero Video

Riding the success of our thunderclap moment, @TwitterSports published the campaign hero video featuring Ari Chambers and other influential figures in the WNBA Twitter community. The video also ran as a commercial during the WNBA Playoffs.

To date, it has over 21 million views on Twitter.

The TwitterSports WNBA Store

Because I had read so many Tweets about the lack of available WNBA merch, I thought combatting that scarcity could be an awesome feature of our campaign. Using the shop module on Twitter, we sold Playa Society sweatpants, Jasmine Baker designed t-shirts, candles from A’ja Wilson’s Burnt Wax candle company, and Flagrant Magazines, all for the low price of $0.

Live Coverage at The Finals

The grand finale of this campaign for me was being awarded the opportunity to attend the ultimately decisive Game 4 of the WNBA Finals in Chicago and tweet from @TwitterSports during the game.

9-year old me would be proud.