TomboyX was concerned that an external agency wouldn’t capture the strong brand voice and vision they’d carefully created. They wanted to grow their e-commerce sales—but not at the expense of letting go of their core message and audience.
Widening the Reach for Soccer Nation
SoccerNation.com is an online publication covering all aspects of the soccer world. Their main goal was to leverage their social channel in order to engage a highly targeted audience that loves soccer just as much as they do. Since we were starting from scratch on a highly saturated network, such as Facebook, our goal was to build up a targeted following and immediately engage them with relevant content.
With these two factors in mind our team developed a strategy that combined both paid audience growth tactics and organic social content approach. To grow Soccer Nation’s social following, we built a very specific campaign that avoided broad interest targeting, and focused on reaching people connected to specific brands, players, soccer teams and leagues. Similarly, our content strategy was centered around the young soccer player’s lifestyle – incorporating intriguing visuals and references to players and teams they were likely to be interested in.
Despite being a brand new page Soccer Nation experienced immediate results in terms of audience growth and engagement. Within the first two months of the Facebook page being created, we were able to grow their following to nearly 9k with costs at $0.09 per page like.
With this surge of new followers and a highly targeted social content approach, engagement went through the roof generating nearly 19k engaged users within the same time period. Just six weeks after the Soccer Nation page was created we were reaching over 22k users organically with just a single post.
We’re far from “one hit wonders”.
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