Golf brand Perfect Practice and its flagship Perfect Practice Putting Mat product leveraged the COVID-19 pandemic’s shelter-in-place rules which kept Americans confined to their homes and unable to play golf outdoors with the charity fundraising ‘Perfect Practice Invitational’ on Instagram Stories.
The initiative aimed to leverage the brand, its products, customers and the wider golf community with the realities of pandemic lockdown life and create a platform on social that helped consumers engage in their love of golf virtually whilst simultaneously contributing to a good cause.
The brand launched the first ‘Perfect Practice Invitational’, a friendly at-home competition held on the traditional Masters’ weekend which raised funds for the No Kid Hungry charity (the company’s charitable partner which works to fight childhood hunger while schools are out).
The initiative, developed with agency Praytell, linked brand products with a number of earned talent partnerships with celebrities, athletes, musicians and influencers. In total, more than 40 players shared Instagram stories featuring five putts all using the Perfect Practice Putting Mat and then encouraged their own social followers to swipe up for a donation to No Kid Hungry through a landing page.
In preparation ahead of and throughout the competition, the marketing team created a range of tournament related visual assets and content ranging from such as a daily online leaderboard and a daily highlight package with ESPN’s Rachel Nichols.
Comment:
This was a quickly and efficiently produced campaign which tactically leveraged the contemporary challenges and realities with content that was creative, platform-appropriate on Instagram Stories and video friendly (what’s not to like about cute kids and dogs?).
Outcome:
Whilst a rarity on the golf course, this campaign was a hole-in-one (apologies, it was too hard to resist) and the players/participants were engaged on three fronts: competitive about the standings, curious about how much they’d help raise for No Kid Hungry and eager to get in Rachel Nichols’ nightly recaps.
Overall, the campaign generated 361m social impressions – with several celebrities eager to make the list for a future ‘Invitational’.
While, Perfect Practice saw a 27% increase in online store visits (with 81% of the new traffic coming from Instagram) and a 15% increase in sales over the four-day period.
Even more importantly, it generated more than $15,000 for No Kid Hungry via Instagram – a significant gift during the pandemic.
Results recap:
$15KFunds Raised
27%Increase In Store Visits
15%Increase In Sales
Links:
Perfect Practice
https://www.perfectpractice.golf/
https://www.instagram.com/perfectpracticegolf/
Praytell
https://www.praytellagency.com/
No Kid Hungry
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