NFL Draft
April-May
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Social Brand
Value Generated
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Broadcast Brand
Value Generated
Packers, Schneider Top Big Boards
Team social posts introducing selections in the Class of 2022 consistently featured logo placements or copy featuring their partners. Consequently, sponsors received significant surges of brand value throughout draft weekend. The biggest beneficiary from the three-day event was Schneider Trucking, which secured $100,191 in social brand value from its partnership with the Green Bay Packers. LifeBrand, Lumen, and Caesars Sportsbook also exceeded $50K in social brand value during the draft. We encourage you to navigate our interactive chart below to discover which team posts were most valuable, earned the most engagements, and created the most impressions.
Top of the Class
Our social platform identified the top 10 draft cards shared by teams throughout the weekend, and leading the list was Green Bay’s announcement of linebacker Quay Walker as the 22nd overall pick. With 10,616 engagements and 1.09 million impressions, it generated $14,929 worth of brand value for Schneider Trucking. Green Bay’s pick later in the first round – defensive lineman Devonte Wyatt at 28th overall – ranked third on our list thanks to an additional $7,768 in brand value for Schneider. The Detroit Lions’ draft card for second overall pick Aidan Hutchinson created unique symmetry, as it generated the second-most brand value among all social draft cards, earning $8,277 for Powerhome Solar.
1. Quay Walker
Green Bay Packers
@Packers
April 28, 2022, 9:30 PM
Partner
Schneider Trucking
Channel
Post Value
$20,843
Brand Value
$14,929
Impressions
1,086,618
Total Engagements
10,616
Engagement Rate
0.004%
2. Aidan Hutchinson
Detroit Lions
@Lions
April 28, 2022, 7:21 PM
Partner
Power Home Solar
Channel
Post Value
$18,118
Brand Value
$8,277
Impressions
1,065,073
Total Engagements
15,845
Engagement Rate
0.011%
3. Devonte Wyatt
Green Bay Packers
@packers
April 28, 2022, 10:14 PM
Partner
Schneider Trucking
Channel
Post Value
$10,845
Brand Value
$7,768
Impressions
572,624
Total Engagements
5,634
Engagement Rate
0.002%
4. Malik Willis
Tennessee Titans
@Titans
April 29, 2022, 9:36 PM
Partner
Wesley Mortgage
Channel
Post Value
$22,447
Brand Value
$7,618
Impressions
1,371,962
Total Engagements
17,985
Engagement Rate
0.02%
5. Chris Olave
New Orleans Saints
@Saints
April 28, 2022, 8:23 PM
Partner
Cox
Channel
Post Value
$12,977
Brand Value
$7,355
Impressions
721,667
Total Engagements
12,484
Engagement Rate
0.01%
6. Christian Watson
Green Bay Packers
@Packers
April 29, 2022, 6:34 PM
Partner
Schneider Trucking
Channel
Post Value
$8,495
Brand Value
$5,966
Impressions
447,771
Total Engagements
5,161
Engagement Rate
0.002%
7. Jameson Williams
Detroit Lions
@Lions
April 28, 2022, 8:30 PM
Partner
Power Home Solar
Channel
Post Value
$12,276
Brand Value
$5,608
Impressions
721,667
Total Engagements
9,055
Engagement Rate
0.006%
8. Charles Cross
Seattle Seahawks
@Seahawks
April 28, 2022, 8:09 PM
Partner
Lumen
Channel
Post Value
$8,567
Brand Value
$5,258
Impressions
437,463
Total Engagements
47,936
Engagement Rate
0.02%
9. Nakobe Dean
Philadelphia Eagles
@Eagles
April 29, 2022, 9:26 PM
Partner
Lifebrand AI
Channel
Post Value
$32,325
Brand Value
$5,238
Impressions
1,739,340
Total Engagements
21,488
Engagement Rate
0.006%
10. Drake London
Atlanta Falcons
@Eagles
April 28, 2022, 8:01 PM
Partner
Lifebrand AI
Channel
Post Value
$11,578
Brand Value
$5,067
Impressions
625,054
Total Engagements
8,809
Engagement Rate
0.004%