Pickleball on Sacred Grounds
Pickle4 has earned its reputation as the host of the World's Largest Pickleball Party, famously known as the annual US Open Pickleball tournament held in Naples, FL. Beyond this signature event, Pickle4 ventured into new territory by launching the Ballpark Series at iconic fields like Fenway and Oracle Park.
This innovative series not only united pickleball enthusiasts for spirited amateur tournaments but also delivered the thrill of Pro Showcase Exhibitions.
THE CHALLENGE
As the first-ever Ballpark Series unfolded, we took on the exciting challenge of growing loyal followings on social media from scratch and generating excitement in the lead-up to the series. Over the course of two separate Ballpark Series events, our social strategy played a vital role as our goals pivoted from live updates during the events, to building anticipation for the next.
At each event, we made it our mission to capture all the excitement both on and off the courts. We kept our followers engaged by sharing a steady stream of real-time highlights from the Pro Showcase Exhibitions, ensuring they didn't miss a dink of action.
THE RESULTS
Over the course of over two months, the Pickle4 accounts grew by:
2.7K net new followers
1.36M impressions
A NIMBLE TEAM WITH A THOUGHTFUL STRATEGY
Awareness, reach, and growth were prioritized — the primary focus was to educate followers about the series and capture the unique experience of playing pickleball on legendary fields. Content aimed to entertain, engage, and inform, growing an online community for pickleball players, ballpark enthusiasts, and beyond.
A STEADY STREAM OF CUTTING-EDGE VIDEO
To maximize reach among non-followers, the bulk of content was comprised of high-quality videos. From concept to creation, we filmed and edited 35 videos in the course of five weeks that told Pickle4’s story while tapping into trends.
CONSISTENT GIVEAWAYS WITH ENTICING PRIZE PACKAGES
Instagram giveaways were mapped to leverage thoughtful partners to introduce new audiences to the Series, resulting in 58% of July's total follower growth.
STRATEGIC PARTNERSHIPS WITH LIKE-MINDED PARTNERS
Collaborative posts with high-follower accounts were vital to get the newly launched handles in front of target audiences. These were coordinated with Pickleball Pros, media, and relevant brands.