08 Jan TOPTRACER – TAKING OVER SOCIAL CHANNELS
TBA was challenged to take Toptracer’s underutilized social channels and turn them into a destination for golf fans internationally. Our main objective was to develop the Toptracer brand voice and build a social identity that both separated it from the elder sibling (Topgolf) and made it worthy of fitting within the larger TEG umbrella. All of this with no existing content bank or budget.
TBA introduced a robust social strategy that refreshed existing channels, launched impactful new channels and developed a diverse and engaging content mix that expanded our community reach.
We identified a major opportunity in using existing broadcast relationships and licensed content to repurpose content for our channels and developed commentary that garnered interest and engagement from the larger golf community. Without the budget for any paid media, influencer activations or content creation, we got “scrappy” and utilized existing relationships, built dialogue and bolstered our reputation online through creative and resourceful copywriting and content curation.
While Twitter and Instagram have been major platforms for golf fans and were successful for us, we also noticed that very few golf brands and broadcast outlets were taking advantage of TikTok. We established the brand presence on the platform and put considerable effort into TikTok while there was still a ton of room for industry growth. The addition of this channel to our roster resulted in drastic increases in impressions and views for the brand.
- +2,754% increase YoY in organic video views (14 million)
- +984% increase YoY in organic impressions (22 million)
- +950% increase YoY in organic engagements (900k)
- +457% increase YoY in follower growth
- 30k+ new followers on TikTok in 8 months