The Bowls Club

Background

 

The Bowls Club, a successful pop-up business known for its unique lawn bowls and dining experiences, had already established itself as a go-to event for B2B clients. After three prosperous years, the brand sought to diversify its audience by increasing walk-in B2C traffic while maintaining its appeal to corporate clientele. I was brought on board to elevate The Bowls Club’s digital marketing presence and drive this strategic shift.

Challenges

​​

• Transitioning from a B2B-dominated focus to attract more B2C walk-in clients.

• Establishing a strong digital presence across multiple platforms, including LinkedIn, Instagram, and TikTok, while resonating with diverse audience segments.

• Collaborating with partner brands like Chick'N'Sours, Nanny Bills, and Asahi to deliver cohesive and engaging campaigns.

Strategy & Execution

​​

1. Targeted social media campaigns

   • Focused on creating platform-specific content:

     • Instagram: Highlighted the vibrancy of the events through engaging visuals, behind-the-scenes reels, and user-generated content.

     • TikTok: Leveraged trending sounds and formats to reach younger audiences and showcase the fun, dynamic atmosphere.

     • LinkedIn: Maintained professional appeal for B2B clients by sharing event successes, partner collaborations, and testimonials.

   • Balanced organic and professionally produced content to create a mix of authenticity and polish.

2. Collaborations with Partner brands

   • Collaborated closely with Chick'N'Sours, Nanny Bills, and Asahi to craft co-branded content that showcased the seamless integration of their offerings at The Bowls Club events.

   • Developed cross-promotional strategies that amplified the reach and visibility of all parties involved.

3. Content creation

   • Produced tailored content, including:

     • Photos and videos captured by myself and supported by professional photographers/videographers to ensure high-quality visuals.

     • Dynamic reels and TikToks showcasing the event experience, from lawn bowls gameplay to delicious food and drinks.

   • Highlighted the unique value proposition of The Bowls Club as a social, casual, and engaging experience for both B2C and B2B audiences.

4. Driving organic growth

   • Focused on increasing organic engagement and reach through:

     • Consistent posting schedule aligned with audience activity.

     • Strategic use of hashtags, trending topics, and user-generated content.

     • Engaging with followers through comments, DMs, and interactive story features like polls and quizzes.

Results

​​

• Instagram growth: Achieved a 280% boost in reach and grew organic followers by over 2,000 within two months, bringing the total reach to 65k organically.

• B2C traffic: Successfully increased walk-in traffic, shifting the perception of The Bowls Club as a B2B-only event to a vibrant destination for casual, social experiences.

• Engagement: Enhanced audience interaction across all platforms, fostering a community around the brand.

• Partner success: Strengthened relationships with partner brands through collaborative content, amplifying their visibility and integrating their offerings seamlessly into The Bowls Club’s events.

Conclusion

 

By crafting a robust digital marketing strategy, I successfully positioned The Bowls Club as an appealing destination for both B2B and B2C clients. The focus on engaging content, platform-specific strategies, and strategic collaborations with partner brands not only amplified the brand’s online presence but also translated into measurable increases in foot traffic and organic growth. This case demonstrates the power of tailored digital marketing in transforming a niche pop-up into a versatile and widely celebrated brand.