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An Australian Sportswear Maker More Than Doubled Its Facebook Following In Two Months, In Australia’s Biggest Cities.
An Australian maker of custom polo shirts, whose shirts have been worn at major sporting events, wanted to reach schools, clubs and businesses on Facebook. Page likes more than doubled in the first couple of months, and 91% came from Melbourne, Sydney and Brisbane.
Where They Started, What We Did, Where They Are Now
Earlier Attempts Hadn’t Worked
The brand had tried to grow on Facebook before, with little success, and needed to reach very specific buyers.
Made The Page Worth Following
A refreshed page, a content plan, regular posts, a giveaway and paid ads aimed at the right people.
Real Followers, In The Right Places
Likes more than doubled in two months, with more people engaging with each post.
What We Did For This Australian Sportswear Maker
The client is an Australian-owned maker of premium polo shirts, and it has been in business for over 20 years. It has made shirts for major international sporting events and national teams. It controls the whole making process, so it can handle very large orders and smaller custom runs.
Every product is custom made, with at least 25 shirts per order. So the best customers are new schools, businesses, clubs, charities and sports groups, mostly in Queensland and Western Australia, then New South Wales. The brand had tried to grow its Facebook page before, with limited success, and it wanted to look like a trusted, local, genuine brand.
We took over the page, tidied it up, planned what to post, scheduled posts, ran a giveaway and used paid ads. Within a couple of months, page likes had more than doubled and more people were engaging. About 91% of the likes came from Melbourne, Sydney and Brisbane.
What Stood In The Way
Very Specific Buyers
Orders start at 25 shirts, so the brand needed to reach groups and organisations, not casual shoppers.
Earlier Attempts Fell Short
Past efforts to grow the Facebook page had brought only limited success.
A Genuine Local Image
The sportswear maker wanted to come across as respected, local and authentic.
Teaching Visitors A Tool
The brand also wanted followers to learn about its website tool for designing custom sports clothing.
Followers And Engagement
From the brand’s Facebook page at the time.
What The First Months Brought
Page likes more than doubled within the first couple of months.
The engagement rate (how many people liked, commented or shared) rose significantly.
Posts were already getting the reach and sharing we expected, helped by paid promotion.
of page likes came from Melbourne, Sydney and Brisbaneso the right people were being reached.
A positive following makes the brand look livelier and can help bring return customers and loyalty.
Five Steps That Made The Difference
Refreshed The Page
New cover and timeline images, chosen with the client, and every detail on the page checked.Like repainting the shop front.
Planned What To Post
A mix of how-to, timely, useful and promotional posts, based on research into the brand and its competitors.Give people a reason to follow you.
Posted Regularly
Posts planned and scheduled ahead, so the page stayed active.Little and often beats once in a while.
Ran A Giveaway
A promotion that brought in new followers and good reviews.Everyone likes a free shirt.
Used Paid Ads To Reach The Right People
Facebook ads to grow reach among likely buyers.Put your message in front of the people who buy.
Everything We Did On Facebook
- Checked every detail on the existing Facebook page so it looked professional
- Made several versions of the cover and timeline pictures, and chose the best with the client
- Researched the brand and its competitors in depth
- Planned the tone of the posts and a balance of how-to, timely, useful and promotional content
- Scheduled posts ahead of time so the page stayed active
- Created a giveaway with the client to get more people engaging
- Ran Facebook ads alongside the posts to reach more likely buyers
What Other Business Owners Can Take From This
Know Who You Want To Reach
Followers in the right cities are worth far more than a big number from anywhere.
Give People A Reason To Follow
A mix of helpful, timely and promotional posts keeps a page worth visiting.
Use A Giveaway To Start Conversations
A simple giveaway brought new people in and led to warm reviews.
Followers are only worth having if they’re the people who buy from you.
We run social media for brands in Australia, the UK, the US, the Middle East and Asia, alongside SEO.
- A page people want to follow
- Followers in the places you sell
- More engagement on every post
- A clear report every month on what we did and what it brought
Is Your Social Media Reaching Buyers?
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Results Like This, For Other Businesses
About This Case Study
Who is the client?
The client, an Australian-owned maker of premium custom polo shirts with over 20 years in business. It has made shirts for major international sporting events and national teams.
How we measured (for the detail-minded)
- Numbers from the brand’s Facebook page at the time. This case study was first published in January 2017.
