Case Study: AllStars

Sponsored by

How do you help rising social innovators scale their work and impact?


Our Big Idea

How do you translate affinity for a subject into action? Comcast NBCUniversal wanted to identify and elevate the next generation of social innovators using tech to renew America. NationSwell had the industry expertise and capabilities to help them move the needle.

We knew that our audience of 175M relies on NationSwell for coverage of the solutions and innovations that are changing society. So together, we created AllStars, a program that gave our digital audience and 750-person community of national leaders the opportunity to rally around a group of pioneering innovators.


Our Execution

The AllStars campaign came together as a competition and a branded content program that included a custom online experience, dynamic storytelling, videos, articles, event production, and a media distribution program.

The two-phase program began with an online competition to crowdsource social innovator nominees, resulting in five semi-finalists – Our AllStars. The second phase focused on amplification of the AllStars’ public profiles through a dynamic, multimedia content series.

The campaign, which was distributed and promoted online, also included targeted influencer outreach and profile elevation among industry leaders at NationSwell’s Summit on Solutions. Our work culminated in a live vote to determine the #1 AllStar, who received a monetary investment to advance their work from Comcast NBCUniversal.

Our Results

Now in its third year, NationSwell and Comcast NBCUniversal’s annual campaign has created an ongoing dialogue between our audience and our AllStars about the role technology has in solving community issues and supporting local innovators. The program has evolved into a high-profile and prestigious brand in the social impact and tech communities.

We increased our AllStars’ visibility in the market, while also expanding awareness and affinity for their work with the NationSwell audience – a group who is primed for engagement around innovation stories. Since our campaign, our AllStars alumni have been featured on NPR, MSNBC, Upworthy and in an Emmy-nominated ABC Nightline broadcast.


Video Views


Social Media Impressions

“We loved working with NationSwell. I think local tech innovators know what their communities need and what solutions are going to work. This partnership allowed us to work with those innovators directly, and as a result, leverage NBCUniversal’s platforms to help them reach larger audiences and gain support and momentum. ”

VP of Corporate Social Responsibility, NBCUniversal

Our Work

Want to see more from the AllStars campaign? Click here or drop us a line at [email protected].