We crafted a strategic approach for Omni Hockey that went beyond mere content creation. By leveraging competitive analysis, a structured content strategy, and impactful influencer and user-generated content (UGC) collaborations, we positioned Omni Hockey as a community-driven platform and a trusted resource for hockey news, insights, and culture. Our partnerships with influential figures like Brianne Jenner, Darren Dreger, Lexi Ajjia, and Pavel Barber amplified brand awareness and engagement, solidifying Omni Hockey’s reputation within the hockey community.
We knew that Omni Hockey needed more than just content—they needed a strategy that would build credibility, engage fans, and drive brand awareness. Our approach focused on four key pillars:
We started by analyzing the hockey social media landscape, identifying key voices, content trends, and audience behaviors. This allowed us to position Omni Hockey uniquely as a community-driven platform, not just another hockey brand.
With a clear direction in place, we developed a structured content calendar designed to:
The heart of our strategy was influencer and user-generated content (UGC) collaborations. We worked closely with some of the most influential names in the hockey world to create authentic, high-reach content that resonated with fans. Notable collaborations included:
We partnered with Austin Friesen from The Hockey Guys to engage a younger hockey audience across both Canada and the U.S. While Omni Hockey is predominantly Canadian-focused, Austin’s dual connection helped bridge that gap. His content also highlighted the group and friendship dynamic in hockey, aligning with the sense of community that Omni represents.
We worked with PWHL player Emily Rickwood to showcase what going pro internationally looks like and the different paths available in women’s hockey. Her journey helped expand our reach beyond North America while reinforcing Omni’s support for athletes at every level and stage of their careers.
We collaborated with PWHL player Lexie Adzija to maximize our reach within Ottawa’s hockey community—Omni Hockey’s home base—and the growing women’s hockey audience.
Her fun personality and presence online showed that hockey is more than just what happens on the ice. This partnership reinforced Omni’s commitment to supporting individuality and diverse athlete identities.