How do you go from producing video on an ad-hoc basis with little or no engagement, to becoming Europe’s most connected golf brand?
We devised a video content strategy that transformed the brand’s approach to video, from being solely product focused, to one that would talk more from the voice of the golfer. This positioning was defined under the campaign line “Join the Movement” which expressed a sentiment that would appeal to all golfers – “you love the game, we love the game”.
Whether its was launching new products, giving golf tips or doing stunts with brand ambassadors, all the content was created with one thing in mind. Will our target audience connect with this video? Highlights included a film featuring Sergio Garcia hitting drones out of the sky and an emotional retelling of Justin Rose’s story of disappointment to eventual rise to the pinnacle of the game.