Penn State, Drew Allar - Pitch Card
After tracking Drew Allar’s Instagram for a full semester, I created a pitch card that turns his social media performance into a one-page case for brand partners. Drew is Penn State’s starting quarterback and a two-time All-Big Ten honorable mention. I followed his account from August 31 to November 23 and tracked his posts, stories, likes, comments, and follower growth. During that stretch, he earned more than 287,000 likes on nine posts and added about 18,000 followers, reaching 140,000. His 22% engagement rate was 16.5% above average. I paired these numbers with an estimated value of $3,196 per post, $16,013 for his top post, and $112,000 a year in follower value, then listed his current partners: American Eagle, Nike, Venmo, and Ram Trucks. I designed the card in his team’s colors with a short tagline, “These Numbers Don’t Lie.”
A semester of tracking produces a lot of data, but a brand deciding whether to partner with an athlete only reads the first few lines. The challenge was deciding which numbers made the strongest case and presenting them clearly. I led with engagement, since it shows a loyal audience better than follower count alone, and backed it up with dollar values and his existing partners. I also kept the design clean enough to scan in seconds. Through this project, I strengthened my skills in social media analysis, athlete and brand research, data storytelling, NIL partnership planning, and design.