Golf Industry Social Media Marketing | Subscriber Growth Case Study
-
Upload
rachael-wachstein -
Category
Marketing
-
view
127 -
download
0
Transcript of Golf Industry Social Media Marketing | Subscriber Growth Case Study
Global Golf Post is a weekly digital golf news publication. They asked 54 to create a campaign to boost brand awareness and
subscriptions amongst avid golf fans.
CLIENT OBJECTIVE
CAMPAIGN STRATEGY & TACTICS: Scotland Golf Trip Giveaway
• 54 developed a strategy that was centered around a social sweepstakes contest. • Contest entrants agreed to a free subscription of Global Golf Post. • We built out a contest microsite and Facebook entry page to support the contest. • A variety of tactics were deployed to achieve the client’s goals including social
media advertising, partnerships with vendors in the Golf industry, influencer relations, organic social media promotion and email marketing.
CAMPAIGN: Set-Up
Campaign Facebook Contest Page
A contest tab was created on the Facebook page that led to an entry form.
CAMPAIGN: Set-Up
Campaign Facebook Contest Page
Entrants were prompted to share the contest to their social networks through Twitter, Facebook and email.
CAMPAIGN: Excellent Targeting, Entertaining Ads & High EngagementTarget audience engagement with content related to the contest was significant with posts receiving thousands of comments, shares, likes, retweets and entries.
54’s strategy and creative direction on the supporting content resulted in significant organic lift, reducing the cost per entry.
CAMPAIGN: Excellent Targeting, Entertaining Ads & High EngagementThe campaign was promoted through sponsored Facebook ads, sponsored Facebook posts, sponsored Tweets, organic social media outreach and email marketing through partners.
In the USA, the cost per click (CPC) of Facebook ads in Q1 of 2016 is 27.4 cents. The average CPC across all ads and sponsored posts for the Scotland contest was 12.3 cents.
CAMPAIGN: PromotionThe “Scottish Caddie Name Generator” sponsored post has reached 664,865 people (to date), garnered 2,800 “likes”, 2,187 shares and received over 3,474 comments. The post went viral and resulted in an extremely low CPA of $.05.
CAMPAIGN: PromotionHamish, The Caddie got his own Twitter account and is organically spreading the word about the Scotland contest, golf news, golf history and the greatness of Scotland.
CAMPAIGN: Reader Quality
It was important to Global Golf Post that the subscribers acquired through the contest were not just people looking for a free trip to Scotland. They were only valuable if they were avid golf fans. We sent the contest entrants a digital edition of the Post and tracked metrics such as open and click through rates. We also asked entrants to participate in a survey that helped us evaluate the quality of the new readership.
CAMPAIGN: Reader Quality
82%
Play 16 or more rounds per year
51%
have a handicap of 15 or lower
91%
have a handicap of 25 or lower
CAMPAIGN: Brand Preferences - Drivers
39%
prefer TaylorMade
21%
prefer Callaway
14%
prefer Ping
21%
prefer others such as Cobra,
Mizuno and Nike
CAMPAIGN: Brand Preferences - Irons
29%
prefer a combination of Cobra, Nike, Adams and Cleveland
21%prefer
TaylorMade
19%
prefer Callaway
15%
prefer Ping
9%
prefer Mizuno
CAMPAIGN: Brand Preferences - Balls
48%
prefer Titelst
18%
prefer Callaway
16%prefer
Bridgestone
7%
prefer Srixon
CAMPAIGN: Results
The campaign had a positive impact on Global Golf Post’s social networks. Since the campaign launched on July 1st, Global Golf Post has seen a significant increase brand awareness, engagement and fan/follower numbers.
FACEBOOK REACH: The number of people Global Golf Post’s posts have reached is up by 125%.
July 1, contest launch
Facebook Likes
CAMPAIGN: ResultsMentions of Global Golf Post on Twitter are up 106% as contest entrants share the contest and spread awareness of Global Golf Post.
CAMPAIGN: Results• Over 64,000 visits to the Facebook contest page
• 22,000 entries on Facebook
• 39,450 total entries
• 2,200 shares on Facebook.
Over 8,000 people entered the contest on the microsite www.golfsgreatesttrips.com and another 9,000+ entered through the a strategic partner’s landing page.
By the August 14th deadline, there were 39,450 entries at a cost per entry of $.23.