OVERVIEW
Ayanna Henderson was entrusted with the pivotal role of leading social copy, voice and tone documentation for the show, the Facebook fan page, and copy for social ads. Ayanna also doubled as the premiere red carpet and live social media producer — video and photography including BTS — for the highly anticipated Facebook Watch Original Series, "Steph vs. The Game." This documentary-style series brought viewers a unique perspective on the life of NBA Champion and Golden State Warriors superstar, Stephen Curry, both on and off the basketball court.
SERVICES
THE CHALLENGE
Facebook Watch, partnered with a renowned wildlife agency, needed to produce engaging and insightful original series content centered around Steph Curry. The project's primary goal was to captivate Curry's fans, offering them a rare glimpse into the life and experiences of the iconic athlete. The challenge was to craft a content strategy that could sustain fan engagement across an entire season while authentically capturing the intersection of sports, celebrity, and lifestyle.
OUR APPROACH
Ayanna's role was multi-faceted, encompassing content creation, campaign management, and copywriting. We worked diligently to capture exclusive behind-the-scenes moments with Steph Curry — reviewing footage both on and off the basketball court to ensure the essence of his personal and professional life was authentically portrayed. We meticulously documented his red carpet appearances, providing audiences with a glimpse of his life beyond basketball. Ayanna was responsible for capturing red carpet moments, edited and produced in real-time for social media posts, while simultaneously managing the full social copy, voice and tone, and fan page strategy.
THE RESULTS
Millions
Impressions generated across the campaign
100%
Sustained fan engagement throughout the entire season
Live
Real-time red carpet production and social posting
★
"Ayanna is Phenomenal!" — Founder, Wildlife Agency
Ayanna is Phenomenal!
— Founder, Wildlife Agency
SCOPE OF WORK
Social copy and voice and tone documentation, Facebook fan page management, social ad copy, red carpet and live event production (video and photography), behind-the-scenes content capture, real-time social media posting, campaign management, and editorial content strategy.
MONETIZATION & BUSINESS IMPACT
BUSINESS ASSET CREATED
A comprehensive social media presence and content library for Stephen vs The Game — including Facebook fan page management, editorial content, red carpet production assets, and behind-the-scenes footage that built the show's digital identity and audience engagement infrastructure.
AUDIENCE DEVELOPED
CUSTOMER BEHAVIOR INFLUENCED
Converted casual Steph Curry fans into dedicated Stephen vs The Game viewers through authentic behind-the-scenes storytelling, real-time red carpet content, and social copy that captured the show's unique personality and Curry's competitive spirit.
REVENUE OPPORTUNITY
Viewership and engagement metrics that supported the show's advertising revenue model on Facebook Watch — with audience growth and engagement data that demonstrated the show's value to the platform and potential sponsors.
MONETIZATION INFRASTRUCTURE
A social media management system including voice and tone documentation, content calendar frameworks, real-time event production workflows, and editorial content strategy — enabling consistent, high-quality output across the show's run.
LONG-TERM VALUE
A documented social media playbook and content archive for the Stephen vs The Game brand — with established audience relationships and production workflows that could support future seasons, spin-offs, or related content properties.
STEPH VS. THE GAME
Watch some clips.
Behind-the-scenes moments, red carpet coverage, and content from the Facebook Watch original series featuring Stephen Curry.
VIEW FULL PLAYLIST
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