Branding a Team in the Wild West of PBR
Creating an Identity &Social Fanbase
In naming the team and designing its look, we leaned into Kansas City’s historic old west outlaw culture. We designed the team identity – including logo, colors, uniforms, secondary marks and all team merchandise – to reflect “Outlaw Attitude”, ensuring our riders and fans live up to our team name, standing out as the rebels of PBR Teams.
The next challenge was to develop our audience. Cannonball launched a strategic 5-week Facebook and Instagram “Like/Follow” social media ad campaign to nationwide and local geos, targeting an audience with interests specific to the PBR and Bull Riding. In addition, we created the team’s social media identity, delivering monthly social content to promote theKC Outlaws brand with meaningful content.
New followers during campaign window totaled
Campaign paid reach exceeded Facebook benchmarks by