Project Overview
Sizzle and Score was Brazilian United Club's flagship 2025 Summer Campaign — a celebration of movement, joy, and the unmistakable heat of Brazilian soccer. Built on the spirit of joga bonito, the campaign captured the game as it's lived in Brazil: on the field, in the streets, and under the sun. It tied the thrill of competition to the lightheartedness of childhood play, inviting kids and communities to connect through the sport.
Brazilian United is a transformative soccer organization operating across Brazil and the United States through three units: Brazilian United Club (BUC) for youth and community soccer, BUSA for professional coaching education and career development, and BUC League for structured competitive play. Sizzle and Score served as the organization's largest summer initiative of the year, designed to extend the brand's reach and deepen community engagement across its growing U.S. footprint.
Billboard
Approach
I co-owned the campaign's digital presence, partnering closely with senior leadership on direction while taking full ownership of strategy execution, creative production, and the partner ecosystem behind it.
Strategy & content: Planned and executed the entire organic content strategy solo.
Creative direction: Co-developed the campaign's key visuals (KV) with the project designer; led an external design agency to scale social asset production.
Team leadership: Managed creative partners and mentored a marketing intern.
Growth & commercial: Drove organic and paid traffic; led merchandising campaigns for commemorative brand actions.
Tech stack: ClickUp, Meta Business Suite, Supermetrics, Google Analytics, Looker Studio, ActiveCampaign, Kommo, Photoshop, Figma, Canva, CapCut.
The Results
What began as a summer spark grew into something far bigger. Sizzle and Score lit up 200+ camps across 18 U.S. states, reaching approximately 4,000 children — proving that the joy of Brazilian soccer can travel far, touch hearts, and bring people together, one goal and one summer at a time.
On the social and community side, the work delivered measurable results:
~33% increase in engagement rate, reflecting a content strategy that consistently resonated with the audience.
92% response rate and 200+ 5-star rating across all Google and Facebook reviews for the entire season.
35% conversion rate on the merchandising initiatives I led for commemorative actions.
