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 Social Media Marketing for Wilson Golf Case Solution

The strategies employed by the discussed project included multiple social media strategies to build trust, relationships, and brand awareness. The approach took the form of a comprehensive plan to establish a firm foundation for brand values using multiple short-term tactics. The planning process and content creation focused less on product attributes and more on heritage, authenticity, and education in order to align with the more modern golf consumer-brand relationship.

The methods of social currency were utilized by creating content that made followers feel smarter and clued in by sharing throwback imagery and legacy posts, which also would make them proud to follow a brand that is authentic and ingrained in the history of golf. Triggering was employed through a content calendar which was closely associated with golfer’s routines (weekend rounds) and seasonal shopping needs (holiday gifts) in order to keep Wilson Golf on top of mind at the point of sale. Emotional engagement was evoked by sharing stories of the founder and brand nostalgia to connect on a personal level instead of product or performance.

Social proof was created through influencer content and UGC in the form of videos and posts of real golfers using Wilson equipment. The strategy of utility was implemented by providing helpful advice, answering community questions, and creating gear buying guides to position Wilson as an authoritative resource for golfers. The overall concept tied all the strategies together by telling brand stories which included everything from design processes to consumer experiences.

- Hope Muehling