Teeing up social media for a golf legend.

103%
Follower increase
280%
Increased post reach
156%
Increased Instagram engagement
Challenge
Hall of Fame golfer Vijay Singh needed a social media presence as dominating as his career on the links. While the prime of his legendary career came before social media exploded on the professional sports scene, we made sure Vijay’s following came with him as he established a more active presence.
The goal was to increase Vijay’s followers and engagement on social media, specifically Instagram, Twitter and Facebook.
Vijay Singh is one of the most accomplished golfers to have ever swung a club. He’s won 34 events, 3 of which were major championships, and was elected into the World Golf Hall of Fame in 2006. Despite these achievements, his social media presence wasn’t up to par, and he wanted to strengthen his popularity among die-hard fans, and introduce his brand to newer golf fans.
Solution
Comprehensive social media content calendars that included images, videos and copywriting along with breakdowns by topic. Vijay’s current golf events were publicized across his social media accounts on Instagram, Twitter and Facebook, and we incorporated posts for a wide variety of topics, interests and products.
Sponsors and other golfers and athletes were tagged in our posts, and we promoted Vijay’s extraordinary strength and conditioning training videos for maximum exposure. Our calendar was presented a month in advance to prepare for 3-4 posts per week, plus responses, and all activity was tracked in a real-time social media monitoring tool.
Results
- 103% follower increase after the first month
- 280% increase in post reach
- 156% increase in month-over-month Instagram Likes
Key Insights
- A social media calendar is a critical tool to create, refine and approve posts for a large social media account.
- Different post styles need to be tested to determine which posts will perform best. Visual content like images, videos and quote graphics, as well as copy, need to be tested individually.
- Social media monitoring is best done through the use of a dedicated tool to track engagement in real-time.