CLAS6IC Label was tasked with creating a social media marketing campaign by Edgerrin James' team to promote the release of his memoir "From Gold Teeth to Gold Jacket", co-written with sports journalist John Harris. The book chronicles James' journey from his early life to achieving success in the NFL. The campaign aimed to increase awareness of the book and provide details on where it could be purchased.
Content Design + Social Media
Objective
To increase visibility, generate interest, and enhance sales for the release of the book "From Gold Teeth to Gold Jacket".
Strategy
To accomplish this, we implemented a comprehensive social media campaign that featured a wide range of digital assets on all social media platforms, including banners, flyers, interactive content, and email marketing. We utilized both organic and paid advertising strategies to effectively reach a targeted audience through social media. The campaign will be active for the final 30 days prior to the book's release date.
Results
From its debut in 2022, "From Gold Teeth to Gold Jacket" quickly rose to the 422nd position on Amazon's all-time ranking of football biographies. One review of the book conveyed the message that people should refrain from judging others based on their appearance. The author, Edgerrin James, charted his own path, learned to do things his way, and achieved financial independence. The review also emphasized the importance of increased financial literacy education and highly recommended the book as a must-read for African American athletes.