JONATHAN ISAAC

Why I Stand - Case Study

how jonathan isaac's faith turned a controversial stance into a national national best-seller

Why I Stand Case Study

Advertising Campaign
Social Media Strategy
Public Relations

Stepping Out In Faith

Jonathan Isaac, a power forward on the Orlando Magic, stood resolutely alone while singing the National Anthem in a 2020 NBA game. All of his teammates had unanimously decided to kneel in support of the Black Lives Matter movement, Jonathan, anchored by his faith, believed there was a better way to make a statement—despite the criticism and media firestorm that would follow.

Standing Tall

In his 2022 autobiography, Why I Stand, Jonathan chronicles the reasons behind his courageous actions during the time of the COVID-19 Pandemic and racial unrest in the United States. He tells the story of how his fear and insecurity-driven life was transformed into one of confidence and purpose. 

In Why I Stand, Jonathan, the sixth overall pick in the 2017 NBA Draft, offered a game plan for reconciliation and life based on his biblical values. 

An African-American, Jonathan reveals heartfelt reasons for his stance on Black Lives Matter and vaccine issues. By detailing his leap of faith, he was hopeful that others would be inspired to follow suit and dare to stand.

Endorsements

Why I Stand, which emerged as a national best-seller, is endorsed by notable celebrities in the sports world and culture, including Ben Shapiro, Tim Tebow, Franklin Graham, Allie Beth Stuckey, and others.

Before He Stood

One of the book’s seminal moments came during Jonathan’s rookie season with the Orlando Magic. A chance meeting in an elevator with Dr. Durone Hepburn—or what Jonathan would describe as a divine appointment—proved to be a game changer.

Dr. Hepburn, the lead pastor at J.U.M.P. Ministries Global Church in Orlando, took the Orlando Magic forward with a 7-foot wingspan under his wing. In Why I Stand, Jonathan chronicles how his faith grew significantly during this pivotal time. 

After the defining moment in the 2020 NBA game where he stood alone, Dr. Hepburn encouraged Jonathan to write his book. Once that story was completed, the pastor was instrumental in choosing an agency to promote Why I Stand to a wide faith-based audience. He selected Jungle Communications, a full-service agency with a proven track record of success in reaching this demographic in New York City. 

Source: Biography.com

“Jonathan shares how God can use anyone, anytime, anywhere… If you want to be encouraged in how God can use you, pick up a copy of Why I Stand.”

– Tim Tebow

Strategy

Jungle’s strategy involved targeting people groups with a proven affinity for autobiographies, sports literature, and faith and inspiration books. The team collaborated with faith-based organizations like churches and Christian bookstores, utilized targeted ads on platforms like Facebook and YouTube, and partnered with sports-focused podcasts to discuss the book.

By leveraging targeted mailing lists, digital advertising, and other means, the team ensured that the book reached its ideal audience. This multi-faceted approach maximized visibility and engagement, laying the groundwork for a highly successful book.

Source: Orlando Pinstriped Post
Photo by Jessie Jordan - liberty.edu

Results

The marketing campaign executed by Jungle Communications played a pivotal role in the remarkable success of Jonathan Isaac’s autobiography, Why I Stand. The book became a national bestseller, earning recognition from prestigious outlets such as the Wall Street Journal, USA Today, and Publishers Weekly.

On Amazon, Why I Stand achieved impressive rankings, reaching #47 in Basketball Biographies, #213 in Black & African American Biographies, and #1979 in Politics & Government. These milestones not only highlighted the book’s broad appeal but also underscored the effectiveness of the marketing strategy in elevating its visibility and impact.

Jungle Communications aligned its campaign with the book’s core message of personal conviction and faith, transforming what some might perceive as a controversial title into a best-selling, inspirational narrative. By leveraging targeted outreach, Jungle successfully connected the book with a diverse audience spanning sports fans, faith-based communities, and readers interested in cultural and social issues.

Jungle’s ability to amplify Jonathan Isaac’s voice through strategic marketing helped turn his book into a bestseller, further solidifying his message of standing firm in one’s beliefs.

“Jonathan’s story of strength, courage, and sacrifice should inspire anyone facing adversity or being pressured to abandon their values…”

– Ben Shapiro

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