Taking Trevor Zegras’ social media presence to the moon
I have a full case study on how difficult it was to scale the NHL’s Player Publishing program.
Many players simply were not excited to publish content because it fundamentally goes against hockey’s team-first culture.
But there were exceptions like Trevor Zegras, a star rookie who was a gift to everyone on the NHL’s social team — especially me.
He constantly tried audacious stuff on the ice and wasn’t afraid to post about it on social media. So I worked closely with his team at CAA to build content around his NHL debut, his first goal and a slew of other viral moments.
Key highlights:
I created 9 pieces of content for Trevor from 2021-22. He posted 19 times overall, often with my strategic input.
He gained 80,736 followers on Instagram (+110.94%).
He gained 12,000 followers on Twitter (+300%).
He gained 100,000 followers on TikTok (we launched the account).
His posts after a viral play against the Buffalo Sabres generated 700,00+ video views and helped him capitalize on one of the season’s most discussed moments.
My tongue-in-cheek All-Star video helped him finish 3rd in the 2022 All-Star Fan Vote behind perennial winners Connor McDavid and Leon Draisaitl.