FootJoy: Feel the Joy
FootJoy was getting outshouted drastically every year in traditional channels by the larger players. Adidas and TaylorMade spent over 4 times the budget in traditional channels promoting Golf Shoes. We had to find a way to reach our target but also stand out using our relatively small budget. By using Social as the lead tactic in 2018 we were able to own the conversation, emotionally connect with fans, and drive actual visits the FJ website to buy and review product specifically around key moments. FootJoy saw double the revenue from their DTC channel while starting to create engagement for the brand using their social handle as a catalyst for the conversation, increasing engagement on posts by 89%.