NFL Draft

April-May

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Social Brand
Value Generated

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Broadcast Brand
Value Generated

Dreams Realized
The NFL Draft is simultaneously the culmination of years’ worth of work for rising stars in the game and the beginning of professional careers that will hinge on continued effort and growth. For one weekend every April, representatives from all 32 franchises meet to determine the fate of hundreds of prospects and build a foundation for future on-field success. This year’s draft from Las Vegas was televised on ABC, ESPN, and the NFL Network, affording teams and their fans opportunities to provide instant reactions and draft grades on social media. We utilized MVP’s social platform to monitor content on the organizations’ owned Facebook, Instagram, and Twitter channels to identify immediate value generated for their partners. Draft cards posted on team social channels immediately after a selection are ideal for introducing a player and his background while also showcasing sponsors in graphics and copy.

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.

By Brands
By teams

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

Twitter

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

Twitter

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

Twitter

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

Twitter

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

Twitter

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

Twitter

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

Twitter

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

Instagram

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

Twitter

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

Facebook

Post Value

$11,578

Brand Value

$5,067

Impressions

625,054

Total Engagements

8,809

Engagement Rate

0.004%

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