When The Brand Amp assumed stewardship of the Lott IMPACT Trophy social channels, our ambition extended well beyond platform management. We set out to elevate the brand to best-in-class status among collegiate awards and seize whitespace opportunities that would place the Lott Trophy where college football conversations authentically happen, including emerging platforms like TikTok. From day one, our team executed a high-performance social strategy that exceeded all initial benchmarks. We strategically utilized every available tool, from channel-specific tactics to trend-led content and influencer amplification, achieving results that not only rivaled but outpaced the Heisman Trophy in key digital metrics. One of the hallmark achievements was the successful launch of the Lott Trophy’s TikTok channel, an industry-first among major college football awards. Throughout the season, we delivered full-spectrum content coverage: weekly player recognition content, key announcements, on-site event coverage, two distinct giveaways, and talent integration. This work was further elevated by robust creative production, real-time community management, and timely trend adoption. The outcome: a cohesive, high-impact social campaign that drove measurable follower growth, expanded reach across younger demographics, and positioned the Lott IMPACT Trophy as a standout digital presence in the college football ecosystem.