O’Keeffe’s is a trusted and iconic skincare brand built for those who work hard and play harder. Specializing in high-performance hand and foot care, O’Keeffe’s delivers relief for even the most persistently dry and cracked skin — with results you can feel from the first use. Beloved by athletes, laborers, healthcare professionals, and everyday adventurers, O’Keeffe’s has earned a reputation for simple, effective, and long-lasting solutions that keep skin healthy and protected.
With roots in real-world needs and science-backed formulations, O’Keeffe’s stands out for its no-nonsense approach and powerful results. Whether it’s the original Working Hands cream or the intensely moisturizing Healthy Feet balm, every product is designed with integrity and toughness — just like its loyal customers. Through its dedication to innovation, consistency, and helping people perform at their best, O’Keeffe’s has become a household name in personal care and continues to be a go-to brand for skin that never quits.
How O'Keeffe’s Partnered with MOGL to Activate March Madness with High-Impact Athlete Content & Targeted geographic Reach
17.9%
Engagement rate
218,000+
Total Reach
5
brand ambassadors
The Brand
The Ask:
Amplify Brand Visibility During March Madness Through Relatable Athlete Storytelling
O’Keeffe’s partnered with MOGL to create and execute a campaign that connected the brand with passionate college basketball fans during one of the biggest cultural and athletic moments of the year — March Madness.
The goal was to drive awareness, product affinity, and authentic athlete-led storytelling that aligned with the grit and resilience O’Keeffe’s represents.The campaign was designed to highlight how O’Keeffe’s products support athletes in their routines — from pre-game prep to post-game recovery — leveraging Instagram as the primary platform.
The goal was to drive awareness, product affinity, and authentic athlete-led storytelling that aligned with the grit and resilience O’Keeffe’s represents.The campaign was designed to highlight how O’Keeffe’s products support athletes in their routines — from pre-game prep to post-game recovery — leveraging Instagram as the primary platform.
The Solution:
End-to-End Campaign Management and Athlete-Driven Content
MOGL handled every step of the campaign lifecycle — from strategy through final reporting — ensuring seamless execution.
The campaign featured:
Creative Campaign Strategy
MOGL conceptualized a campaign centered on authenticity, spotlighting how athletes incorporate O’Keeffe’s into their routines during high-stakes tournament play.
Athlete Selection & Coordination
MOGL recruited five athletes with strong regional followings and March Madness relevance, including Final Four and Championship participants, to maximize exposure and emotional connection.
Content Production
Each athlete created two Instagram posts (One Story and One Reel) showcasing their routines and how O’Keeffe’s helped them stay ready.
Performance Monitoring & Reporting
MOGL coordinated content delivery, approval processes, and campaign reporting while continuing to gather post-campaign data for final analysis.
Some of the participating influencers included:
Mark Sears, Alabama Men's Basketball, - 37,400 Followers
Mason Gillis, Duke Men's Basketball, - 34,500 Followers
Rori Harmon, Texas Women's Basketball, - 31,600 Followers
Jaemyn Brakefield, Ole Miss Men's Basketball, - 32,500 Followers
Aubrey Griffin, UCONN Women's Basketball, - 82,300 Followers
The campaign featured:
Creative Campaign Strategy
MOGL conceptualized a campaign centered on authenticity, spotlighting how athletes incorporate O’Keeffe’s into their routines during high-stakes tournament play.
Athlete Selection & Coordination
MOGL recruited five athletes with strong regional followings and March Madness relevance, including Final Four and Championship participants, to maximize exposure and emotional connection.
Content Production
Each athlete created two Instagram posts (One Story and One Reel) showcasing their routines and how O’Keeffe’s helped them stay ready.
Performance Monitoring & Reporting
MOGL coordinated content delivery, approval processes, and campaign reporting while continuing to gather post-campaign data for final analysis.
Some of the participating influencers included:
Mark Sears, Alabama Men's Basketball, - 37,400 Followers
Mason Gillis, Duke Men's Basketball, - 34,500 Followers
Rori Harmon, Texas Women's Basketball, - 31,600 Followers
Jaemyn Brakefield, Ole Miss Men's Basketball, - 32,500 Followers
Aubrey Griffin, UCONN Women's Basketball, - 82,300 Followers
The Results:
218K+ Organic Reach with No Paid Media Support
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MOGL’This campaign placed O’Keeffe’s at the heart of the March Madness conversation, using high-performing athlete talent and elevated content to reinforce brand values of resilience, preparation, and performance. Without spending on paid media, MOGL helped O’Keeffe’s generate over 218,000 organic impressions and engagement well above industry benchmarks.
3 of the 4 featured athletes made it to the Final Four | 2 reached the Championship Game | 1 Won the National Title
3 of the 4 featured athletes made it to the Final Four | 2 reached the Championship Game | 1 Won the National Title
Campaign Yield
Total Reach:
218,000+
Brand Ambassadors:
5
Engagement Rat:e
17.9%
Audience Gender Breakdown:
Female: 56.5% Male: 43.5%
The Results:
218K+ Organic Reach with No Paid Media Support
Mason Gillis Content Deliverable
Mark Sears Content Deliverable
Aubrey Griffin Content Deliverable