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CASE STUDY

AVP

American made, American driven. This Is America’s Tour.


Brand Beyond The Sand.

With a resurgence of interest in the sport as new ownership ushered AVP into a new era, America’s professional beach volleyball tour was looking to take the sport to new heights and rebuild brand equity to live up to its prestigious heyday of brand recognition.  The AVP wanted to reposition itself as one of the country’s premier sports leagues, as the greatest source for beach volleyball and greatest resource for beach volleyball fans.

The AVP approached Brand Knew, specifically because of the agency’s strong sports division, which employs numerous former collegiate champions.  As AVP’s creative and digital agency of record, Brand Knew provided a complete website overhaul to optimize the league’s digital home, and developed a broad creative marketing strategy that brought new value to old fans and an exhilarating narrative to those just discovering the sport.  Brand Knew brought the excitement on the sand to broader audiences by shoring up AVP’s digital narrative.

Branding

AVP: Digitally Enhanced.

In order to grow awareness and interest in the sport, AVP was looking for creative strategies to deliver immersive action to fans across the country, including those who couldn’t attend tournaments in person.  Using proprietary technology and clever implementation, Brand Knew developed a one-of-a-kind experience for AVP fans across desktop and mobile.

AVP’s previous online experience for tournaments was not user friendly and confused fans into oblivion.  The portal lacked real time tournament updates, which created a major disconnect in experience between fans on the sand and fans at home viewing on personal devices.

Brand Knew’s version provided fans with a dependable and participatory beach volleyball live stream experience.  Through Intercast, the action was brought to fans on-the-go across mobile devices or in the comfort of their homes, allowing chat functionality that connected beach volleyball fans from around the world in dozens of different languages.  Through the new Live Scoring portal, Brand Knew provided real time statistics and other information, enriching the experience for volley-nerds and first-time fans alike.  Through live and consistent updates syndicated across social channels, fans remained in-the-know with tournament information in their natural behavior across the web.

With these combined efforts, Brand Knew increased viewership of each tournament by an average of 270% year over year.

Development

Raising the Net.

AVP athletes run in circles on the court, so there’s no need for them to run in circles on the AVP site in search of information.  Completely redesigning and recalibrating the homepage after an audit of user behavior and site analytics, Brand Knew developed a user interface and infrastructural design that narratively highlighted the right information at the right time.  Logically, during the summer, the national tournament was brought to the forefront. Bringing the most pertinent tournament information above the fold and ensuring simple navigation, Brand Knew beautifully designed a streamlined experience that delivers a story as users scroll, reflecting the in-person experience fans have as they approach the beach, walk on the sand and enter the stadium.

Intimately understanding the complexity of these tournaments, a dynamic schedule was created to provide up-to-date information, based on when during the season users visited the site.  Brand Knew redeveloped the homepage to funnel different types of fans towards the different types of experiences they seek: athletes directed to Athlete Corner, fans attending events directed to the schedule, fans following from afar directed to live streaming and live scoring, and casual fans directed to educational materials about the sport and opportunities to get involved.

Through these efforts, Brand Knew increased AVP’s web traffic by an average of 29% each tournament.

Marketing

Serving Beach Volleyball to the Masses.

Brand Knew developed a creative marketing strategy that catered equally well to both old school, local beach volleyball fans, and the substantial market of millennials increasingly playing the sport.  Combining the team’s unique volleyball experience with its marketing expertise, the AVP was able to implement a creative social media strategy that was authentic and reached new fans in new ways, led by the “Beach, please.” campaign. 

Brand Knew developed an immersive social media strategy for tournament weekends, which extended the new live experience for fans, including live match updates and play-by-play tweeting for selected matches.  This strategy provided a consistent, dependable communication format for fans.

Brand Knew also implemented an extensive digital media buying strategy, bringing the AVP to the fans and prospective consumers across Facebook, Twitter, Instagram, YouTube, and Google.  The agency executed a highly targeted ad buy, focused on specific demographics, and then used a variety of retargeting tactics to drive tickets sales and tournament attendance, which ultimately led to social growth and increased overall brand equity.

Ya Dig?

It’s hard to call it work, when you’re having so much fun.  Brand Knew facilitated a comprehensive Snapchat strategy, with boots on the ground producing significant content at each tournament around the country.  Marketing staff traveled with the AVP tour, developing meaningful relationships with dozens of players, and securing important buy-in from the competitors to drive better content and greater awareness across auxiliary channels.  With this momentum, overall growth of AVP brand equity continues at breakneck pace.

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