On To Victory, AU
Building Auburn's NIL Powerhouse
On To Victory, Auburn's official NIL collective, connects student-athletes with fans, donors, and corporate sponsors to build sustainable support for the Tigers. Launched in 2022, the collective needed a comprehensive digital strategy to drive membership growth, increase donor engagement, and establish Auburn as a leader in the competitive NIL landscape.
We developed an integrated campaign spanning social media, email marketing, and paid advertising to grow recurring contributions and expand On To Victory's reach across the Auburn Family. The goal: transform passionate fans into active supporters while highlighting the direct impact of their contributions on student-athletes.
Growing sustainable NIL support in a competitive landscape
Auburn needed to build one of the nation's strongest NIL collectives to compete for top recruits and retain elite talent. On To Victory required a digital presence that could:- Convert casual fans into monthly subscribers
- Communicate the direct impact on student-athletes
- Differentiate from competing SEC collectives
- Drive ongoing engagement beyond one-time donations
- Scale support across all Auburn sports programs
The collective operates with a commitment that 90% of all donations go directly to student-athletes—making every dollar count and every campaign critical.
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Connecting fans with the Auburn Family
We created a content strategy that put student-athletes front and center, showcasing their stories, achievements, and appreciation for fan support. Social media posts highlighted:- Behind-the-scenes access to Auburn athletes
- Impact stories showing how NIL support changes lives
- Event coverage from On To Victory experiences
- Donor recognition celebrating the Auburn Family
- Recruiting wins enabled by NIL support
Visual content designed to capture the energy of Auburn gamedays while maintaining the professionalism needed for donor cultivation.
Email Marketing Campaigns
Strategic email sequences targeting different donor segments:
- Welcome Series: Onboarding new supporters and explaining direct impact
- Monthly Updates: Sharing athlete success stories and program growth
- Event Invitations: Exclusive access to On To Victory experiences
- Giving Campaigns: Targeted appeals during key recruiting periods
- Impact Reports: Demonstrating where every dollar goes
Email design balancing Auburn's brand heritage with modern NIL messaging, optimized for mobile engagement and conversion.
Paid Advertising
Multi-platform paid media strategy to expand On To Victory's supporter base:
- Facebook/Instagram: Targeting Auburn alumni, fans, and boosters with demographic and interest-based audiences
- Google Search: Capturing intent-based searches for Auburn NIL and collective support
- YouTube: Pre-roll campaigns during Auburn sports content
- Retargeting: Re-engaging website visitors who didn't convert initially
Ad creative emphasizing Auburn tradition, competitive advantage, and direct athlete impact. A/B testing refined messaging around monthly giving vs. one-time donations, athlete stories, and recruiting competitiveness.
Results That Matter
Our integrated digital strategy helped On To Victory establish itself as one of the SEC's strongest NIL collectives:
