Social Media Case Study – GolfEtail 2011

Download the case study here.

The Challenge

GolfEtail, a Massachusetts-based discount golf equipment retailer, approached McDougall Interactive in 2011 for a second social media campaign with four goals:

  • Increase Facebook likes
  • Increase new email leads
  • Promote brand awareness of GolfEtail
  • Increase social media engagement

The Solution

McDougall Interactive created and managed a Facebook-based social media promotion that had new and existing Facebook fans of GolfEtail pick the winner of the Masters’ Tournament for a chance to win a free Bushnell V2 Slope Edition Long Ranger Viewfinder. We marketed the promotion in the following ways:

  • A targeted and evaluated email blast sent out to GolfEtail’s existing email subscribers.
  • Daily announcements and links to the Facebook contest entry tab across all social media channels highlighting the ongoing Masters action.
  • A clickable homepage banner on GolfEtail.com to funnel people to the Facebook page.
  • Facebook ads targeting users who “liked” the Masters with a total spend of $54.22.
  • Ongoing monitoring across social channels to respond to questions and comments and to maintain momentum.
  • Regular Twitter updates during the duration of the campaign to build enthusiasm and point people toward the Facebook page.
  • Creation of a promotion-specific Facebook landing page (known as fan-gating).
  • Creation and distribution of a follow-up press release.

The Results

GolfEtail received 1,203 contest entries (votes) from existing and new Facebook fans. In its entirety, the campaign generated:

  • 1252 new Likes over a period from April 3 to April 9
  • 25,257 post views
  • Over 50 Facebook Ad click-throughs
  • 46 posts of feedback

Download the case study here.