P2grips

P2 Putter Grips

P2 Putter Grips are an Irish based startup from Co. Wicklow, Ireland who approached the golf equipment market with a clear vision - to bring a smile to the faces of golfers across the world. Well on their way to achieving this, they are currently manufacturing and distributing the P2 Putter Grip across the globe.
They had previously experienced rapid growth within Ireland with golfers such as Padraig Harrington using the grip on tour and media outlets such as the Irish Independent and Golf Digest Ireland featuring their product as one to watch for the future. However, as they entered Q3 of 2015 they were experiencing a period of stagnation in the Irish market.

PHASE 1

Commissioning the services of Rogue, they required help in refreshing the brand, creating a significant online presence, and to implement an integrated marketing campaign to grow brand awareness worldwide, with significant attention given to Asia and North America.

With no online presence, the first phase of the project was to develop a website that could begin creating brand awareness outside of Ireland. Working with the team from P2, we developed a custom website design that was optimised for mobile devices and tablet devices. Designing a custom mobile navigation menu allowed us to create a simple and direct online user journey.

Custom Mobile Design

PHASE 2

The second phase of the project was to launch the website utilising a digital campaign that included pre-roll ads on YouTube and web banners. When deciding on the creative idea for the campaign, it was very important for us to find a balance between the science behind the design and the simple functionality of the product. We wanted to entertain, engage, and educate the customer without delving into pseudoscience.

Using highly targeted, goal orientated campaigns spread across North America and Asia we were able to track, react, and engage with potential customers and distributors.

Rogue carried out all elements of video production for the P2 campaign including concept, storyboarding, shooting, and editing.

To support our online campaign we opted to use traditional media channels to run the video ad at golfing events and on national broadcast TV.

PHASE 3

Phase three of the project included members of Rogue accompanying the P2 team to the PGA Merchandise Show in Florida. Rogue travelled with P2, managing video production of the journey from Wicklow to Orlando, carrying out guerrilla marketing and handling social media for the 5 day event. Having compiled a list of high profile distributors, investors and golf pro’s, Rogue utilised Twitter and Facebook to attract and engage our targets with quirky, original content.

RESULT

Over the space of the 5 day event, P2 were featured on national broadcast with a review on the Morning Drive on the Golf Channel. The website received over 5000 hits in a 5 day period, with an increase in online orders of 400%.

Using highly targeted, goal orientated campaigns spread across North America and Asia we were able to track, react, and engage with potential customers and distributors.