The goal
Golfbreaks had an established paid social strategy on Meta. HOP saw an opportunity to discover new audiences and reach younger customers to increase followers and drive engagement. Our brief was to diversify Golfbreaks social strategy and explore new opportunities to increase followers and engagement across TikTok. The secondary objective was to determine if new channels could also become a direct revenue driver.
Targets:
- Grow followers by 3000
- Drive engagement on paid ads.
- Test TikTok for lead generation.
What we did
To broaden the reach and build relationships with new, younger audiences, TikTok Ads was key.
Our strategy was to build a highly engaged community that Golfbreaks could deepen a relationship with and use to drive bookings from in future.
We created a three phased rollout plan:
- Test & learn interest audiences
- Drive community interaction
- Continue driving community interaction, whilst generating leads at peak.
Given the main priority was to identify new potential customers and diversify, phase one was focused on acquisition & engagement.
Our strategy was all about new customer acquisition with two core audiences - golfers and sports lovers.
With a limited budget we had a laser focused approach to audience targeting and determine key audiences. We couldn't test everything, so we took a phased approach to test, learn and re-evaluate.
Phase two
After three months, we adapted our strategy based upon results. We had learnt that our audience engaged with spark ads, and the golf audience was outperforming sports when we analysed engagement.
We decided to push more aggressively for community interaction and test two new audiences to accompany our golf audience:
- Video viewers (to continue engagement)
- Automatic targeting (to find new audiences)
This drove +19% followers.
Phase three
With a consistently high performance from phase 2, we transitioned to test whether we could deliver actual leads through lead generation campaigns,
We tested 3 audiences:
- Previous Visitors/Existing followers
- Automatic Targeting
- Golf interest
Throughout our strategy we maintained our golf audience, this is a highly relevant (and evolving) audience but also this allowed us to have a level of consistency in all three phases stages.
The outcome
HOP have grown the Golfbreaks TikTok account by:
1. Diversifying social strategy from being heavily reliant on Meta
- Continual presence on TikTok in 2023 and 2024. Budgets increasing to £3500.
2. Reach a younger audience and discover new audiences that aren't in traditional strategy
- 46% of clicks came from users under 35, hitting the younger audience.
3. Increase followers & engagement on TikTok by 3000 and test lead generation.
Result:
+6012 followers
+21k likes
+701 shares
+8k clicks
+2m video views
+20 leads in first 2 weeks of January
5% lead conversion rate
“This is such a refreshing approach from an agency that don’t try to hoodwink you but provide real value. I have been hugely impressed with the caliber of all the team members."
Liv Banks
Performance Marketing Manager
