Turner Entertainment: Drop The Mic

Branding, Strategy + Social Content


the pitch

Turner Entertainment came to STN Digital looking for social support for their show Drop The Mic during both the offseason + in-season.



  • no consistent look + feel or brand voice on social

  • content was stale + not pushing the envelope

  • talent featured would directly influence engagement


  • establish clear brand identity

  • test + optimize content types

  • pivot posting strategy depending on talent / content type


the process

Create a custom look + feel that showcases the Drop The Mic brand identity on social platforms


1. mood boards

STN selected a variety of styles and design trends that align with the existing look + feel to extend onto the showโ€™s social platforms

2. mock-ups

Once mood board direction is approved, STN created mock ups of a variety of designs that help bring the mood board to life

3. template development

We created easy to edit static and motion templates based off recurring graphics that would be support Drop The Mic on social

4. social style guide

Lastly, STN created a full brand guide that broke down fonts, elements, colors, and additional brand elements for designers to use throughout the season


Develop a social strategy + content plan which achieves Turnerโ€™s campaign objectives + speaks to their target audience


5. social audit

We analyzed current performance across social platforms to determine what worked well and what could be improved

6. social strategy

Developed the strategic framework and key messaging in an effort to increase engagement and build a larger social following throughout the season

7. content calendar

Created a weekly posting calendar that aligned with the social strategy + informed fans of the key milestones of the show

8. creative development

Produced graphics to populate the content calendar which matched the social style guide developed during the branding phase of the project

9. learn + evolve

On a systematic basis, we looked at performance of the content to understand what was working well or needing improvement - from there, we pivoted strategy as needed


the work

Theresa LeBlanc