How I helped Devin Miller land a Dream NIL Deal with Dr. Squatch
Devin Miller poses with Dr. Squatch soap
Within 72 hours of Devin Miller’s catch that helped Marshall football upset Notre Dame, I brought this idea to life.
We sent him an Instagram DM, had him record content and send it to us, then hit publish on a cold pitch to his dream marketing partner: Dr. Squatch.
The video gained more than 10,000 views and actually caught the attention of Dr. Squatch.
The soap company went on to ink NIL deals with 21 Marshall football players.
The story was highlighted by several outlets.
I pride myself on creative stuff like this that breaks norms and drives real results.
Why the deal worked
Miller could have pitched any brand, but he chose Dr. Squatch because he loves their product.
“It was just awesome, because I really use the soap,” he said. “People from Marshall are liking (our ad) and commenting, ‘Go Herd.’ It’s cool and authentic.”
The paid social post gained 30,000 views and 650 likes. Leading creator economy expert Lia Haberman highlighted the deal in her newsletter where she explored the power in authenticity:
Why It Works: In Miller, Dr. Squatch found not just another influencer but a true fan. And by partnering with the college athlete, they were able to penetrate the collegiate space and potentially expand their partnership with all of Marshall’s new signees.
This also had a social impact component, benefitting the amateur athletes getting their first NIL offer — a campaign is always stronger when there’s a greater purpose or way to create opportunities for everyone involved.
The partnership also points to the power of social listening: Magic happens when you make social listening a priority and take action on the conversations happening around your brand.
Earned media
Miller’s partnership garnered a lot of media attention beyond Haberman’s newsletter:
The Herald-Dispatch | Spreading the wealth: Former player Devin Miller spins own NIL deal into something bigger
Business of College Sports | Marshall Tight End Devin Miller Lands Dream NIL Opportunity in Deal With Dr. Squatch
The NIL House | Devin Miller and Dr. Squatch
NIL Newsstand Newsletter
Paying it forward
Devin went on to help more than 20 Marshall football players ink deals with Dr. Squatch.
He also hosted future Dream Deal videos that helped other athletes land their own dream deals.
