Engaging the Goalkeeping Community During Lockdown
Social Media Growth Strategy, Social Media Marketing, Creative Design
Independent goalkeeping brand, GK Icon, is one of the leading providers of goalkeeper training, gloves and apparel. The brand focuses on driving potential within the next generation of goalkeepers by providing all ages and abilities with innovative learning, and equipping them with meticulously designed and engineered goalkeeping gloves and equipment.
GK Icon had already established a strong following of goalkeeper enthusiasts across their social media networks. Initially, they were looking for an expert social media marketing partner to take on the day-to-day management of their social media channels.
GK Icon were active across Twitter, Facebook, LinkedIn and Instagram. They knew the importance and benefit of social media activity, but found it a significant strain on their resource to manage this within their operations.
We swiftly onboarded GK Icon onto our very own social media management platform, ToPost. With monthly consultancy calls, GK Icon were in safe hands as we worked through a complete social media content calendar and established a smooth sign-off process for any outgoing content.
As April 2020 approached, due to the global pandemic, a nation-wide lockdown in the UK forced many sports-related businesses to reconsider their positioning with their consumers. GK Icon’s camps and training activities had to pivot to a digitalised delivery, and it was essential that this communication was handled effectively and consistently across their social media channels.
We worked strategically yet reactively to adjust and adapt GK Icons content, focusing on the promotion of their digital training app. Our flexible approach meant we could develop new focused social media campaigns to sustain and grow GK Icons following and engagement rates, whilst also maintaining the quality promotions of their GK Icon glove ranges.
From an interactive glove design competition which saw impressive engagement rates, to clearance sales and promotional deals, to creating and promoting a #LearningAtHome downloadable resource for goalkeepers who were now training at home, to utilising GK Icons far-reaching ambassadors in sharing GK Icon drill ideas and goalkeeper tips with a growing social media audience.
Glove Design Competition Submissions
Over April and May, we saw a promising increase in following, with just over 50 followers joining the GK Icon Instagram page’s followers and close to 200 new follows on Twitter! We saw a consistent amount of sales for GK Icon gloves, as well as great engagement on social media.
The GK Icon Glove Design was a great success, with 65+ entries submitted, and the hatching of a separate campaign, lead by Chris Kirkland, to help raise money for the NHS from selling a limited number of special edition GK Icon Gloves which were signed by a large number of high-profile professional goalkeepers and legends of the game!
“Choosing a social media partner to manage our GK Icon accounts was something we took seriously. Topodium Group knew what we were about. They took our brand mission and vision, and our passion for the goalkeeping community, and translated that into engaging social content across Instagram, Facebook, LinkedIn and Twitter.
They successfully delivered on helping us enhance our goalkeeper community whilst also driving online glove sales. The communication from Topodium Group has been fantastic, with the social media team keeping us up to date with interactive reports and monthly strategy calls. We really felt like we were their only focus!
Their professional, organised and collaborative approach to social media management continues to meet our needs, and means we can focus on other areas of our business without worrying about our social media channels.”
Business Manager, GK Icon