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Culture x Influence in 72 Hours: Greenwood Ave’s High-Stakes Play, Powered by INGENIUS

INSIGHTS FROM
@gwd_ave
Food & Beverage
INDUSTRY
Experiential

About Greenwood Ave
Greenwood Ave is a Black-owned, boutique advisory firm at the forefront of culture, sports, and innovation. With a sharp focus on storytelling and strategy, they represent a dynamic roster of emerging athletes, leagues, creators, and brands — leveraging decades of experience across sports, media, and entertainment to shape what's next.
About INGENIUS
INGENIUS is the end-to-end operating platform for creator-led marketing. Built by cultural operators, for brands that care about context, INGENIUS helps media companies, agencies, and platforms streamline everything from creator matchmaking to campaign measurement. For this activation, INGENIUS didn’t just support — it co-created the moment with a mix of talent sourcing, experiential production, and performance tracking.
Challenge
The brief was tight. The window was tighter. Final Four weekend was already in motion, and most brand moments had been in planning for months. But Greenwood Ave saw an opening: Mercy Miller might not be the breakout star on the court, but his story had everything — legacy, community, and cultural weight. Now, it just needed the right platform to move quickly and deliver with impact.
INGENIUS Solution
INGENIUS & Greenwood kicked into gear with a 3-day execution sprint:
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Activated the Miller family — Master P, Romeo, Hercy, and Mercy — to deliver layered storytelling across channels
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Produced a suite of content from real-time reactions, behind-the-scenes footage, and family-first narratives
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Tracked performance in real time using the INGENIUS Measurement Suite to monitor engagement, sentiment, and conversion signals
No media spend. No drawn-out production. Just culture — activated.
THE RESULTS
5.6M
combined reach
across activated culture-drivers across sports, music, and media.
500K+
in organic impressions
generated during peak moments of the tournament weekend.
25K+
interactions
2 - 4x above industry standards
17%
purchase intent
measured across engaged users during campaign window
Our Wingstop x Mercy Miller campaign proved how fast and culturally resonant creator marketing can be. INGENIUS made it possible — from discovery to execution to real-time tracking — turning a last-minute brief into a high-impact moment.
RJ Harris
Co-Founder, Greenwood Ave
The Partnership
The Greenwood Ave x INGENIUS partnership is a blueprint for what happens when cultural credibility meets operational precision. Greenwood Ave brought the insight, INGENIUS brought the infrastructure — and together, we delivered a campaign that moved at the speed of culture.
Ready to Activate Your Brand's Influence?
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