SMO Case Study – Genesis Tennis
Objective
In early 2024, Genesis Tennis approached Markup Designs with the goal of enhancing its social media presence, primarily focusing on building brand awareness and community engagement within the tennis world. The company wanted to solidify its position as a market leader in tennis gear while expanding its influence in new product lines, including racquets and apparel.
Challenges
Genesis faced the challenge of differentiating itself in a competitive market flooded with established tennis brands. While they had strong product offerings, their social media engagement did not fully reflect their market position. They needed to create a stronger connection with both amateur tennis players and professionals, as well as draw attention to their new product launches, including racquets and bags.
Our Approach
1. Audience Targeting & Research
Markup Designs began by identifying key demographics, including tennis enthusiasts, professional players, and sports academies. We conducted a thorough competitor analysis and researched the content that resonated with these target audiences. Our approach was to build content that aligned with Genesis' high-end, competitive nature and their mission to "Revolutionize Tennis."
2. Content Creation
We crafted a dynamic content calendar featuring product highlights, behind-the-scenes looks at product development, and engaging player testimonials. Key features included:
- In-depth posts about the innovative technology behind Genesis’ strings and racquets.
- High-quality visuals and videos to demonstrate product performance, along with tutorials on stringing techniques and racquet care.
3. Community Engagement
To further engage their audience, we initiated interactive campaigns, such as “String of the Week” challenges, where users shared their favorite strings and why. We also encouraged followers to tag Genesis Tennis in their match-day posts, creating a user-generated content stream that increased brand visibility.
Results
In a few weeks, we were able to get potential leads to our client’s new Social Media Platforms page, both Instagram and Facebook.
SM Platforms | Before Markup Designs | With Markup Designs |
0 | 248 | |
0 | 256 |
Conclusion
Markup Designs helped Genesis Tennis amplify their voice across social media, increasing engagement and deepening their connection to the tennis community. This enhanced visibility of their cutting-edge products and reinforced their position as a leader in high-performance tennis gear.
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