Marvin Harrison Jr. Jersey Drop

After 10 months of anticipation, Cardinals, Ohio State, and NFL fans can finally get their hands on a Marvin Harrison Jr. jersey. Our social media team had the exciting opportunity to unveil this launch to the world. From the start, we aimed to make the content platform-specific, tailoring each post to maximize engagement. Knowing that Facebook and Instagram prioritize Reels, we made short-form video a top priority, while X/Twitter required a striking still image to align with its algorithm. LinkedIn demanded a unique B2B approach, while TikTok and YouTube Shorts called for trend-driven content. By leaning into each platform’s strengths, we executed a strategic, high-impact rollout.

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— Arizona Cardinals (@AZCardinals) March 14, 2025

For our launch on X/Twitter, we opted for a strategy focused on still imagery, choosing a mix of a stunning photo and a popular meme to resonate with the platform’s audience. This approach proved successful, with the post reaching 3 million impressions, generating 18.4K engagements, and even earning a Quote Tweet from Ian Rapoport.

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Understanding Instagram’s algorithm, we knew a Reel would be the best way to reach the broadest audience. Instead of going with the usual sizzle reel, we decided to tap into a familiar experience for iPhone users—the “photo memories” video. Featuring a collection of standout photos of Marv and showcasing his journey to this iconic moment, this approach marked a fresh direction for our social strategy.

The post reached 62.4K users, driving impressive engagement.

To bring viewers closer to the action, we incorporated raw cell phone footage. A throwback clip of one of Marv’s touchdowns this season, with his teammates celebrating alongside him, was the perfect moment to announce the jersey launch.

Announced during the height of free agency, with major signings like Josh Sweat, Dalvin Tomlinson, and more, the Marvin Harrison Jr. jersey launch had to compete for attention in a crowded news cycle. Yet, our platform-specific approach ensured we stood out and reached the right audience at the right time. By tailoring our content to each platform’s strengths, we were able to cut through the noise and make a lasting impact. This launch not only showcased our strategy but also reinforced the power of timing and creativity in social media.