Cinco Juniors is a youth soccer league for elementary school age players. The founder approached Glowing Moon Media to create a brand video aimed at growing membership by capturing what makes the Cinco environment stand out.

The video needed to do several things at once. It needed to show the competitive culture of the league, the kind of environment that attracts parents looking to develop their kids alongside some of the most competitive young players in the area. At the same time, it needed to capture the social, family-friendly atmosphere that makes Cinco feel like a community hangout, not just a place to drop off and pick up. The founder also wanted the video to reflect the strong Latin influence within the league, representing a major part of his community and customer base. After completing the brand video, we produced a series of cutdowns formatted for social media advertisements and for use across the Cinco Juniors website.

What was the strategic value of this content?

1. The brand video gave Cinco Juniors a recruitment tool that showcased the competitive level of play, helping attract parents seeking a higher caliber environment for their children to develop as players.

2. By capturing the social and family-oriented side of the league, the video communicated that Cinco is more than just practices and games, it's a community space, which broadens its appeal beyond strictly competitive families.

3. Representing the Latin culture and influence within the league gave Cinco Juniors content that authentically reflects a core part of their community, strengthening their connection to the audience that makes up much of their membership base.

4. The short-form cutdowns extended the life of the brand video, giving Cinco Juniors social media content for ongoing advertising and a library of video assets for their website.