Apex Sports
A client who was struggling with growth. An online sports lesson service that needed support launching a new product - Lacrosse training assets.
Goals: Introducing a new line of Lacrosse training products for Apex Sports, a sports video training startup.
Strategy: We first dove into online Lacrosse forums, newsletters and league info to learn where athletes are currently getting their training from. From there, we leveraged social media ads to A/B test messaging, with ads leading to a Lacrosse-specific landing page.
From there, we developed our value proposition (above) and brand personality, helping Apex establish a missing brand voice.
Tactics: After using social media ads to A/B test our messaging, we leaned into Apex’s strength and revitalized their YouTube page to serve as a teaser for the full training course. Through building an audience on YouTube, hand-raisers who are seeking out this content will find it organically. Being a cross between a search engine and social media, YouTube is a powerful tool to monetize free content, build an audience and increase reach.
Results: Through our two 4-week sprints, we were able to generate a 200% lift in total views and hit a like ratio 3x higher than the industry standard. We also provided marketing assets including audience personas, brand personality, and company voice. Total subscribers doubled as well.
Analysis: While this consulting project was mainly to establish a GTM strategy for a new product, this new startup also gained valuable knowledge about its audience and brand positioning. Looking forward, Apex continued to have a greater emphasis on YouTube to generate brand lift, while also participating more on sports forums (specifically on Reddit) to organically generate interest among early adopters.