Vennio
Community & Content Strategy
Vennio is a community platform designed to create authentic, high-trust spaces where top athletes connect directly with their most dedicated fans. The product’s success depended not on volume, but on fostering meaningful, ongoing engagement between athletes and their communities.
Objective
Design a content strategy that deepened relationships, encouraged daily participation, and reinforced Vennio’s role as a place for real connection—not performative fandom.
Strategy
The content approach was built around three distinct but interconnected layers, each serving a specific role in sustaining community engagement and trust.
Community-Generated Content (UGC)
UGC formed the foundation of the platform experience. Content was created by members, for members, in response to prompts from Vennio or directly from athletes. This layer encouraged peer-to-peer interaction, ownership, and daily engagement—turning the community into an active participant rather than a passive audience.
Athlete-Reactive Content
This layer focused on raw, unedited moments shared directly by athletes. Often unrelated to sport, this content highlighted personality, values, and everyday life, helping fans feel closer to the person behind the public figure. The emphasis was on authenticity over polish.
Vennio-Created Content
Vennio played an editorial role through a mix of high-production and lightweight engagement content. These assets acted as conversation starters, visual anchors, and prompts that members could interact with inside the platform and share externally—extending the community’s reach beyond its walls.
Execution
Developed the overarching content framework and defined the role of each content layer
Balanced authenticity with structure to maintain trust and consistency
Supported athlete participation with clear content guidance and prompts
Created scalable content systems that encouraged organic community growth
Outcome
The three-layer content model helped establish Vennio as a space for genuine connection rather than transactional engagement—driving sustained participation, stronger community bonds, and a differentiated platform experience.
