R°SSA's Brand / Social Content
I...
• Planned engagement content for its social media platforms
• Crafted copies for branding's voice, organic posts, stories & paid ads
For
R°SSA - short for Ronnie O'Sullivan Snooker Academy is Singapore's first practice and tournament space for cuesport enthusiasts.
Bridging expertise & curiosity
Both a practice ground and entertainment spot meant a fluid space for both experts and fans.
The brand leverages on its ambassador - Ronnie O'Sullivan (top competitive player in the snooker game) in its name and icon - to inspire fans on board.
As a training ground, the space aims for membership & frequent visitors utilizing its facilities that were built for competitive training sessions.
Growth
R°SSA engaged me in the early stage of its creation, before it's space was completed.
In the initial stage, developing an audience base for a local brick & mortar that was still under construction required quick engagement and loyal followers.
From there, I strategized content that required responses from its viewers to allow its presence to be felt often and easily.
Method
I created organic posts with informative and motivational content as a way for avid cue sports players to gather and build each reader's confidence in the brand.
Using IG's story format was a way to get noticeability beyond just followers.
Content were sourced from research and reviewed with the brand's cue sport expert after being drafted.
Campaigns
Besides tackling organic growth and branding efforts, the marketing strategy provided was encouraged through giveaway campaigns. Various sponsored tournaments with attractive prize pool were advertised as seen below.
Debrief
The branding stabilized in the six months of my collaboration with them and eventually transitioned into an event space, reducing its initial informative content for more live happening updates.
Paid marketing metrics
• Early bird membership campaign yielded a total revenue of $11,000, and achieved a ROAS (return on ad spend) of 11.0.
• The past tournament ads reached 33,881 unique users and achieved a unique click through rate of 2.44% to the landing page.
