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Case Study: Influencer Marketing Drives Golfer Sign-Ups

Objectives: Global Golf Post asked 54 to create a campaign to boost awareness of the online magazine and drive new subscriptions. Global Golf Post wanted to expand their readership beyond their current demographics and gain traction with the next generation of golfers. Tactics: 54 set up a sweepstakes to give away a golf trip to Ireland. Entrants signed up and accepted a free subscription to Global Golf Post. In addition to targeted paid advertising on social networks, 54 determined that influencer marketing would be the best and most cost-efficient method for reaching Global Golf Post's goals. We researched influencers in the golf space using specific criteria for identifying the right person for the campaign. 54 selected Josh Kelly, a popular trick shot artist with a significant following of avid golfers. Josh produced two short Ireland-themed videos and asked his fans and followers to enter the contest and subscribe to Global Golf Post. 54 promoted the videos through Global Golf Post's social channels and paid social ads. Josh distributed the videos through his Instagram channel, Facebook, YouTube, gottagolf.com and Vine. A unique tracking code was used to determine the results of the influencer campaign.

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Results:

90,942 views on Josh’s Instagram channel

157,000 views on Josh’s Facebook page

The influencer marketing campaign was the single biggest source of contest entries and new subscribers. Conclusion: The campaign's success was due in large part to the awareness generated by working through a golf influencer.