Case Study: Cal Athletics
Creating Real Community Connection Through Story-Driven Content
Client Overview
Client: Cal Athletics (University of California, Berkeley)
Industry: College Sports / Higher Education
Services Provided: Video Production, Localized Content Strategy, Social Media Distribution
Goal: Deepen community engagement and school pride among students, alumni, and local fans
The Challenge
Cal Athletics didn’t need a viral moment—they needed a real connection with their Berkeley and East Bay community. Previous campaigns lacked local nuance and failed to resonate with the people who mattered most: students, alumni, and lifelong local fans.
They needed a content strategy that felt personal, cultural, and proud—one that captured the true spirit of Cal game days and the pride of being part of the East Bay community.
Our Solution
Overview Media Group designed a hyper-local, emotionally resonant campaign with community at its core:
Produced 15+ cinematic, story-driven videos designed for high engagement on social platforms
Featured real student voices, Cal athletes, and East Bay references in every piece of content
Captured the sights, sounds, and energy of Berkeley through rich visual storytelling
Built a distribution strategy focused 100% on local reach, ensuring the right eyes saw the right message
Aligned every creative decision with Cal’s brand values: excellence, authenticity, and local pride
The Results
The campaign delivered powerful results where it mattered most:
100% localized targeting—every impression focused on Berkeley and surrounding East Bay communities
15+ high-quality video assets that consistently outperformed past campaigns in local engagement
Surged in student and alumni engagement, with high shares and campus buzz
