Metalbone Launch
Goal
- Introduce a revelational product to the market
- Increase “Buzz” around adidas Pickleball and the new paddle
- Grow social following and increase sales
Strategy
- Create “Sneak Peak” content on social
- Give retailers and reviewers the product and launch assets early to build hype and announce the new paddle with us
- Launch product with high-level imagery and video
- Work with popular pickleball content creators to promote the paddle
- Create giveaway with popular pickleball pages to generate conversation
- Have blogs create reviews on the product
- Create product description page to educate customers on the unique product
- Supplement launch over the next 2 months with engaging content with the new paddle (Tips & Tricks, giveaways, fun/creative videos, Highlights of pro’s with the paddle
Content
Results
-
- Sold out of web inventory of paddles in the first 2 weeks
- Grew followers by over 200% in first week, over 500% by end of campaign
- Put adidas pickleball on the map and had the pickleball community talking about the brand and paddles at a high rate
Key Takeaways
- Brought in a huge boost to online sales
- Entered discussion in the pickleball community