Perfect Practice and its flagship product, the Perfect Practice Putting Mat, had a unique opportunity as COVID-19 shelter-in-place orders kept Americans confined at home and missing golf in the outdoors. We saw an opening to take the brand beyond the golf community and create a platform on social that helped consumers engage in their love of golf virtually, while contributing to a good cause.
We created the first ever “Perfect Practice Invitational,” building a number of earned talent partnerships with celebrities, athletes, musicians and influencers and engaging our friends at No Kid Hungry as our charitable partner working to fight childhood hunger while schools are out.
Over what is traditionally Master’s golf weekend, more than 40 players shared Instagram stories featuring five putts using the Perfect Practice Putting Mat and encouraging their followers to swipe up for a donation to No Kid Hungry through a landing page. In preparation for and throughout the competition, we created visual assets such as a daily leaderboard and the icing on the cake – a daily highlight package with ESPN’s Rachel Nichols.
A rarity on any golf course, the campaign was a hole-in-one (sorry). The players were highly engaged on all three fronts – competitive about the standings, curious about how much they’d help raise for No Kid Hungry and eager to get in Rachel Nichols’ nightly recaps, becoming increasingly creative and video friendly (read: kids and dogs!) on Instagram stories. Our campaign generated 361MM impressions, with celebrities ager to make the list for a future Invitational. Meanwhile, Perfect Practice saw a 27% increase in store visits – 81% of new traffic coming from Instagram – and 15% increase in sales over the four-day period.
Most importantly, a quickly and efficiently executed campaign brought more than $15,000 dollars to No Kid Hungry via Instagram, a significant gift during the pandemic.