2.  Founded in 1875
 The oldest company specializing in racquets'
sports
 Logo is a double line on the base of the racquet
 Known for their tennis strings, stringing technology
and racquets
 1950 Babolat became an international company
 Target audience
› Men and women ages 20-35 who are athletic (specifically
play tennis), living in urban areas

3.  Challenges
› Has a small reputation through players who use
product
› Small inventory compared to competitors
› Three main rivals have new technology this year
 Goals
› Keep their distribution exclusively to “pro” tennis
shops and not many retailers
› Increase their reputation through other tennis
products (shoes, grips, clothing, etc.)

4.  Digital campaign is to promote Babolat
through brand awareness as well as their
products
 Rafael Nadal and Jo-Wilfried Tsonga will be the
faces of the new Babolat Aero Pro Drive
racquet
› Sharing stories and experiences with Babolat and the
racquet

5.  Largest part of the digital strategy
 Rafael Nadal and Jo-Wilfried Tsonga will be
managing the twitter account
› Tweeting weekly about the Aero Pro Drive Babolat
racquet
 #AeroProDrive
› Three months

6.  Video clips on YouTube
› Interviews
› Matches played by Nadal and Tsonga
 Fan page for the Aero Pro Drive racquet
› To increase exposure
 Blog page to talk Babolat racquets and
products
› “Type of journal” to hear consumer
feedback and able to comment on the
posts

7.  Banner ads for the Babolat Aero Pro
Drive racquet on competitor’s YouTube
pages
› Wilson and Prince
 Couponing through email
› $20 off the Babolat Aero Pro Drive racquet
› $5 off any Babolat accessory (shoes, grips,
apparel, etc.)
› Coupons will be sent out to
 Subscribers of Tennis magazine
 Purchased before with Babolat

8.  Reach out to those on smart phones and
mobile devices
› ESPN apps and various Tennis apps
 15 second ad on these apps
 Ads include Nadal and Tsonga talking
briefly about the Babolat Aero Pro Drive
racquet
 Twitter, Facebook and YouTube links
directly on these ads

9.  To evaluate success of strategy:
› Google Analytics to track banner ads and email
coupons
› My Stats tab in WordPress to check the Blog views
and posts
› Keep in contact with the followers on the social
media websites

10.  Digital Campaign Budget: $500,000
 Timeline:
› Tweets by Nadal and Tsonga for first 3 months to
kick off campaign
› Social Media pages built after initial tweets to keep
consumer interested talking about product
 Blog weekly, post videos monthly for following 6
months
› Mobile advertising and coupons for 2 months while
social media part of campaign kicks off