Radmor Golf
Citizens of the Game
Media
Branding
Advertising
Strategy
The world doesn't need another golf shirt
Actually, it does. One that doesn’t shed microplastics and clog up landfills. Enter Radmor, a golfwear start up from two UW golf team alumni who are taking a more sustainable approach to the game. But would anybody care? Players love their performance golf shirts, but have no idea the waste and damaging effects of polyester synthetics. Our challenge was to tell this important story, but not do it in a buzzkill kind of way. Earnest messaging mixed with an ever-curious, fun personality would lead us to be better Citizens of the Game.
Data
How will golfers' shop for sustainable apparel, if at all? We interviewed golfers about how they shop for golf apparel and had them respond to messages about how they make decisions, especially for sustainable or environmentally conscious apparel. We found that many would pay a premium for something that was sustainable, all other things equal, however they are skeptical that all things can be equal. It was more important to win golf apparel shoppers over on fit, style, and feel while opening their mind to sustainable messages.
Creative
How will golfers' shop for sustainable apparel, if at all? We interviewed golfers about how they shop for golf apparel and had them respond to messages about how they make decisions, especially for sustainable or environmentally conscious apparel. We found that many would pay a premium for something that was sustainable, all other things equal, however they are skeptical that all things can be equal. It was more important to win golf apparel shoppers over on fit, style, and feel while opening their mind to sustainable messages.
Results
In addition to helping with all of Radmor’s foundational brand elements and ecomm platforms, our social ad placements are bringing in roughly 25% of monthly traffic to Radmor’s site, while 30% of online sales are directly attributed from our social and search advertising efforts. And because of our new social presence, we were able to score a coveted high traffic spot in Facebook’s Small Business Good Ideas Shop.
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