How Story-Led Content Turned a Global Event Into a Brand Asset

Objective

Baron Championship Rings partnered with Propel Marketing Co. to help capture and communicate the emotion, prestige, and legacy behind the Hockey Hall of Fame Induction Weekend, not just the product itself.

Our goal wasn’t to cover an event.
It was to humanize the legacy of each ring and position Baron as a core part of each inductee’s journey.

A Collaborative Strategy Between Leadership + Marketing

Instead of operating as an outside agency, we worked hand-in-hand with:

• Baron’s executive leadership (brand positioning & partnership vision)
• Baron’s internal marketing team (messaging alignment & approvals)

Together, we aligned on:

• The emotional story behind each ring

• The importance of inductee-led interviews

• The tone: premium, heritage, athlete-driven

• How Baron should show up at a global stage

🚫 We didn’t replace the team.
🏆 We executed the vision they built.

This collaboration is what made the content meaningful and why the partnership succeeded.

Execution Highlights

• Authentic Storytelling With the Inductees
  We collected real reactions and personal reflections. Baron didn’t “tell” people their rings mattered, the inductees did.

• Premium Editorial Visuals
  Our video edits matched Baron’s luxury positioning: clean, timeless, legacy-driven.

• Captured Exclusive Moments
  Reactions, behind-the-curtain shots, private interactions, angles the HHOF itself reposted repeatedly.

• Multi-Environment Coverage
  Our team adapted across:

• Media Day

• Red Carpet

• Gala

• Strategic Multi-Shooter Approach
  Simultaneous coverage = a deeper asset library of both high-energy and intimate moments.

Behind-the-Curtain Content = Trust

We showed something the audience had never seen before:

• The meaning behind the moment a ring is received

• How champions describe their legacy

• Why the ring symbolizes more than a win

• The emotion of being part of history

📌 Exclusive access builds authority.
📌 Authenticity builds loyalty.

The red carpet looked glamorous, but at its heart, it was user-generated storytelling in its highest form: real people, real reactions, real emotion.

Strategic Results

Brand Positioning Elevated

Baron no longer appeared as “a ring provider.”
They became a legacy brand trusted by champions.

Competitive Differentiation

Partners and consumers saw Baron as a storytelling brand, not just a product brand.

Your ring is made by the same team trusted by the Hockey Hall of Fame.

Repurpose-Ready Content

Assets can now be used for:

• Partnership pitches

• Paid ads

• Brand storytelling

• Craftsmanship showcases

• Recruitment & employer branding

• Year-round campaigns

Social Proof at Scale

Multiple HHOF reposts of the content created validated the partnership and visuals, reinforcing Baron’s authority on a global stage.

Conclusion

Baron didn’t just show up at the Hall of Fame.
They owned the story.

Leadership set the vision.
The internal team shaped the direction.
Propel helped execute the narrative.

That’s how premium brands scale their identity, not through more content, but through content that carries meaning.