Inside: The Chicago Bulls Content Strategy for "Derrick Rose Day"
How the Bulls' content team turned nostalgia into a storytelling masterclass.
Every social and marketing team needs to study what the Chicago Bulls' marketing team did for their Derrick Rose Day campaign 🔥🌹
Their strategy proved that they weren’t in the business of creating empty noise and taking up unintentional social real-estate.
💎 Here’s why I think this rollout was a blueprint for success:
Platform-savvy
The Bulls nailed their universal strategy across all platforms, delivering a balance between packaging short-form highlights with long-form premium productions on YouTube, leaving no fan behind. You could tell this was the work of multiple departments coming together to create a collaborative masterpiece.
Creativity without limits
From Adidas-inspired visuals to external creative collaborations, they understood that brand-building isn’t just an internal practice — it’s about tapping into artistic talent beyond the organization to make the magic happen. Sometimes that requires you to leave your in-house “sandbox” to let the external world interpret your brand.
A feeling, not just content
Nostalgia for longtime fans paired with fresh storytelling and inspiration for younger audiences. They transformed scroll-stopping content and tangible elements like graphic tees and drink cups into meaningful momentos and in-game collectibles for fans.
They transformed scroll-stopping content and tangible elements like graphic tees and designed drink cups into emotional touchpoints for fans
☑ Great campaigns make you feel something.
This one? It was packaged and delivered as a celebration built on creativity, emotion, and intentionality.
A true love letter to the process. 🌹
Kudos to Jimmy Mitchell, Jon Shoemaker, Joe Pinchin, Nikko Tan, Chris Ramirez, Ian Beckley, and the rest of the Bulls marketing and communications teams for showing what’s possible when storytelling meets top-tier creative execution.
“Do you want to be good or great?”
The Chicago Bulls answered that question with their performance on this one. 😤