Bad Birdie
Bringing fun and inclusivity to the game of golf.
PROJECT OVERVIEW
A GOOD GAME AND A BETTER TIME.
Bad Birdie, a lifestyle golf brand, was sick of the boring, outdated polos available to golfers. They decided to inject a little bit of fun into golf apparel by introducing bold prints and performance materials for the modern player.
As a newcomer to the golf world Bad Birdie needed help fortifying their brand positioning, voice, strategy, creative and marketing processes. Knucklers was brought on as a strategic partner to design and roll out the new brand operating system.
Brand Identity
Brand Therapy | Brand Playbook
Brand Strategy
Growth | Media | Community | Creative
Brand Implementation
Creative Direction | Website Development | Photoshoot Production | Content Creation | Design | Social Media | Copywriting | Site Merchandising | Hiring
BRAND IDENTITY
We conducted a two day Brand Therapy session with the Bad Birdie leadership team that included a preliminary Brand Homework. The goal of Brand Therapy was to discuss and solidify the following for Bad Birdie:
Core values and Golden Circle
Mission Statement
Brand positioning
Core Customer
Voice and Tone
We synthesized all working sessions into an actionable Brand Playbook that was then rolled out across the entire organization. Bad Birdie now had a clearly defined true north, to make golf (the greatest game on the planet) fun for anyone who wanted to play. Now, they needed a plan of attack for implementing the new mission…
BRAND STRATEGY
At the beginning of our engagement, Bad Birdie was a relatively unknown brand. The big takeaway from the Brand Therapy session was to pivot the brand from fashion/street into a more recreational and fun position (Bad Birdie 2.0). We built the following roadmap dead set on shifting Bad Birdie from an apparel brand to a holistic golf media company.
Apply the new brand positioning across all customer touch points (pre to post purchase)
Construct a content creation process that would output high quality and volume assets to test
Manage a performance agency to scale paid media
Redesign Bad Birdie emails and inject them with the new tone, voice, and photography
Reconfigure the site to increase speed and reduce friction to purchase
Refresh email flows and logic
Build a weekly content newsletter - Breakfast Balls
Hire and manage a marketing team
Design an ambassador program - The Bad Birdie Recreational Golf League
Work with leadership team to define roles, goals, responsibilities across the organization
All of this had to be achieved without an internal marketing team and on a lean budget.
Brand Implementation
If Bad Birdie was going to claim pole position as the most fun brand in golf, we needed to let people know what the brand believed in. So we crafted a manifesto for Bad Birdie 2.0 and updated the visual identity to better align with the brand’s core customer - guys who like to recreationally play golf with their friends and have a blast doing it.
Breakfast Balls
To further establish Bad Birdie as the brand for fun, irreverent golfers we developed and launched a weekly newsletter called Breakfast Balls. The newsletter is a light-hearted collection of links and golf commentary from the perspective of the fan.
800%
Increase in revenue
440%
Uptick in IG followers
25%
Increase in site CVR
Swing Hard.
The new Bad Birdie mantra for golfers and aspiring golfers everywhere. Also our comedic philosophy.
100+
Emails launched
520%
Increase in email subscribers
150+
Ads created