DEFEND YOUR TURF EFFECTIVELY.

A Revolutionary Protection for Your Yard, Field, and the Players on them.

CLIENT

BODYARMOR

Positioning BODYARMOR as the sports drink of choice for the next generation–the youth and young adult market– and demonstrating the Brand’s commitment to youth sports.

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overview/challenge

Athletic Turf Wash (ATW) developed a proprietary chemical cleaning solution designed to be the ultimate defense for maintaining and cleaning athletic turf. The company aims to demonstrate its product at high schools and universities while becoming the subject matter expert on the importance of turf cleaning. Despite the innovation in their product, ATW faced challenges with lead generation and brand awareness. BRAINBOX undertook a comprehensive approach to establish and enhance ATW’s brand identity and online presence.

Here’s the Outcome

Email Campaign Performance

results overview

  • Website Traffic: Experienced an 870% spike in new user traffic to the website following the launch of the first blog post. The increase in traffic was attributed to the email campaign, social media outreach, and improved SEO.

  • Click-to-Open Rate: Achieved up to a 43% click-to-open rate for the initial email campaign, indicating strong interest and engagement with the content provided.

870%

Increase in Website Traffic

45%

Click-to-Open Rate

Partnership Impact

results overview

GARS games: ATW will attend 10 GARS games, conduct live demonstrations and engaging with schools, including Marshall University, Vestavia Hills High School, and Hoover High School. Thus far, the demonstrations have resulted in significantly high levels of interest in ATW’s product and positive feedback from participating schools.

Social Media Growth

results overview

  • Overall Engagement: Notable increases in engagement metrics across Instagram, Facebook, Twitter, and LinkedIn. The brand gained significant visibility and built a community of interested followers.

  • Notably, LinkedIn’s follower count experienced a 130% growth in the first month because of enhanced engagement through regular posting and interaction with followers.

Paid Ads

Effectiveness

results overview

  • Google Ads: Achieved phenomenal numbers across the board.

    For example, there were 256,000 impressions within three weeks of campaign activation. This level of exposure contributed to increased brand visibility and lead generation.

Here’s How

Brand Development & Social Media

Brand Voice: Created a distinctive voice for ATW, highlighting expertise, reliability, and innovation, aimed at athletic directors and facility managers focused on high-quality surfaces.

Content Strategy: Developed a strategy featuring educational posts, product benefits, case studies, and visuals to boost brand recognition and engagement across Instagram, Facebook, Twitter, and LinkedIn.

Ongoing Email Campaigns

Targeted Outreach: Executed email campaigns targeting high school athletic directors and facility managers across the U.S., highlighting turf maintenance benefits and driving engagement with the website.

Educational Content: Included links to blog posts on turf care and product details, providing valuable insights and encouraging recipients to explore turf maintenance and cleaning further.

Seed School Initiatives

GARS Partnership: Partnered with GARS to host product demos and educational sessions at participating high schools, showcasing ATW’s offerings in a relevant setting.

Demonstrations: Conducted live demos at schools like Marshall University, Vestavia Hills, and Hoover High, highlighting product use and turf maintenance to potential clients.

Paid Advertising Campaigns

Social Media Ads: Launched targeted ad campaigns on Meta platforms (Facebook and Instagram) and Google Ads. Ads were designed to increase brand awareness and drive traffic to ATW’s website.

Ad Content: Focused on brand awareness and lead generation by highlighting the product’s unique features and benefits, using engaging visuals and clear messaging to capture the target audience’s attention.

Website Optimization

SEO and Content Creation: Enhanced ATW’s website by creating additional landing pages and blog content to improve search engine optimization (SEO) and attract more organic traffic.

This included articles on turf maintenance and client testimonials.

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Sponsorship & Event Presence

GARS Sponsorship: Sponsored 10 Southeast events, with on-site presence, social media promotion, and attendee engagement.

Product Discounts: Offered discounts to all 2024 GARS nominees, with extra savings for featured schools.

Event Participation: Engaged attendees and awarded branded trophies to scholar-athletes and MVPs.