Global Golf Post wanted to boost brand awareness and subscriptions. 54 created a campaign centered around a social sweepstakes contest for a golf trip to Scotland. Entrants received a free subscription. The campaign utilized multiple tactics including social media ads, influencers, and email marketing. It drove over 39,000 contest entries and increased Global Golf Post's social media followers at a low cost per entry.

1. SCOTLAND GOLF TRIP PROMOTION

2. 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

3. 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.

4. CAMPAIGN: Set-Up
Campaign Microsite: www.GolfsGreatestTrips.com

5. CAMPAIGN: Set-Up
Campaign Facebook Contest Page
A contest tab was created on the
Facebook page that led to an entry form.

6. CAMPAIGN: Set-Up
Campaign Facebook Contest Page
Entrants were prompted to share the contest to their
social networks through Twitter, Facebook and email.

7. CAMPAIGN: Excellent Targeting, Entertaining
Ads & High Engagement
Target 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.

8. CAMPAIGN: Excellent Targeting, Entertaining
Ads & High Engagement
The 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.

9. CAMPAIGN: Promotion
The “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.

10. CAMPAIGN: Promotion

11. CAMPAIGN: Promotion
Hamish, 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.

12. 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.

13. 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

14. CAMPAIGN: Brand Preferences - Footwear
57
%
prefer FootJoy
16
%
prefer adidas
16
%
prefer Ecco

15. CAMPAIGN: Brand Preferences - Drivers
39
%
prefer TaylorMade
21
%
prefer Callaway
14
%
prefer Ping
21
%
prefer others
such as Cobra,
Mizuno and Nike

16. 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

17. CAMPAIGN: Brand Preferences - Balls
48
%
prefer Titelst
18
%
prefer Callaway
16
%
prefer
Bridgestone
7%
prefer Srixon

18. 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

19. CAMPAIGN: Results
Mentions of Global Golf Post on Twitter are up 106% as contest
entrants share the contest and spread awareness of Global Golf Post.

20. 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.

21. SCOTLAND GOLF TRIP PROMOTION