SCOTLAND GOLF TRIP PROMOTION

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 Microsite: www.GolfsGreatestTrips.com

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: Promotion

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 - Footwear

57%

prefer FootJoy

16%

prefer adidas

16%

prefer Ecco

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.

SCOTLAND GOLF TRIP PROMOTION