merit
How often do B2B brands sponsor professional golfers? Well, often. However, it’s rare for the sponsor and the player to share a name - Ryder. Ryder System, Inc., a leader in the supply chain, dedicated transportation, and fleet management solutions, launched an advertising campaign with professional golfer Sam Ryder. To break through the clutter of monotonous B2B ads, Sam Ryder explores why the logistics company has taken an interest in him and what he can contribute to the new relationship.
Drive awareness and education of Ryder's offerings to business-decision makers who often do not fully understand Ryder's capabilites.
A 360 brand awareness campaign was created to target business decision-makers interested in golf who do not fully understand Ryder’s offerings. Through digital, OOH, print, TV and B2B trade activations, Sam Ryder showcases that they partnered with him for more than his name, highlighting Ryder’s various solutions in a witty, yet tasteful way. Media was designed to reach business decision-makers while they took place in golf rather than traditional business environments: print and 100% SOV digital within Sports Illustrated and Golf Digest leading up to each PGA event, OOH around four key majors, a 100% SOV takeover on Golf Channel coverage around the Masters and US Open, with a trade show mini-golf booth, complete with tips from Sam.
The campaign saw a 6% lift in search interest for Ryder, an 11% decrease in time to conversion, a 64% decrease in CPL acquisition, and a 170% increase in digital leads acquired.
N/A
N/A
