Brand AttributesA new sports brand in the global market,Thwack was launched with exciting products forBadminton and Mixed Martial Arts (MMA)players!Thwack products are available in variouscountries of Europe and Asia-Pacific.
Strategy Aspects ONLINE ACTIVITY Plan of ActionOBJECTIVE Build Fan Community FACEBOOKFOCUS Engage via Daily Content TWITTERMETRIC Active Users & Interactions BLOGGER OUTREACH
ChallengesThere were quite a few challenges,1. RegionalWe would have fans from across the world so how to workaround the differences in language, time zone, cultureetc..2. Sport CultureBadminton & MMA are entirely different. The onlinecommunities of both sports are distinctively different!3. PlayersThere are a lot of people who watch these sports on TVbut we wanted to connect with the group that activelyplayed them!
Content StrategyWe ideated a strong & sustainable contentstrategy. We refined it via trial and error sothat it resonated with our fans!We could see a slow increase in interactionsand product queries!
Facebook AdsFacebook ad campaign in Malaysia, London andIndia around various Thwack events! In a coupleof months we had a few thousand strongcommunity from around the world!We had the right target group on our page aswe saw an increasing participation rate andalso had lead queries coming in!
We ran contests with an offline <-> online view in mind.Encourage offline event participants to join our socialchannels and vice versa!We were successful as we found participants conversingon the brand event pictures!
The highlight of the project was the topquality of community members ensuredvia,Offline EventsTargeted Facebook ads &Networking
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