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LPGA Kia Classic – Digital Campaign Case Study

Situation:

The LPGA Kia Classic team came to Advanced Marketing Strategies because they wanted to use digital media to raise awareness among golfers in San Diego and expose new audiences to the tournament; particularly families and sports fans that might not have experienced the excitement of the world’s top female golfers up close and personally.

Challenge:

Increase attendance at the KIA Classic LPGA golf tournament using digital media, and design a bold new creative concept, while staying within the brand guidelines. They also wanted to feature past champion, Lydia KO and launch a digital campaign with actionable and measurable results to achieve tournament goals.

Media Strategy:

  • As one of the first top marketing agencies in San Diego to use a combination of syndicated research, look-a-like technology, and pixels, AMS developed micro-targets and segmented their key audiences into three distinct media profiles: golf enthusiasts, families, and a broad audience.
  • Digital media platforms such as Google Display, YouTube, Facebook, Instagram and Twitter allowed us to target by lifestyle, particular interest, and behavioral traits.
  • Hands-on campaign management and daily flight optimization, up to and during the event, helped to maximize the budget with real-time response to actual platform performances.

Creative Strategy:

Utilizing the research and knowledge of the San Diego market and the target for this project, AMS presented a bold concept. Creating extreme angles, action shots of players and spirited copy helped to stand out amongst the clutter of the Internet and entice a new audience of possible fans. Video advertising featuring GoPro footage and driving music set the tone and built interest for the event.

The last ads highlighted returning champ, Lydia Ko, her recent Olympic medal win, the popularity of other star LPGA Players, the fan experience, and the fun and exciting venue!

Campaign Results:

  • 4,506,686 impressions
  • 23,500 clicks to website
  • 70,966 video views
  • $1 cost per click
  • Increase in fans attending the event!

Strategy Review:

Our on-line strategy was to combine digital platforms for best results as each platform had a different effect on the results with some providing high click through rates and website visits, while others resulted in more comments, shares, post reactions, and other engagement. The Google advertising delivered a significant number of  the campaign impressions. 

To find out more about the details of our digital campaign strategies, ROI, and which on-line platforms produce the most engagement, click through rate and impressions between Twitter, Facebook, and Instagram, give us a call.

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