Topgolf
Objective
Understand subconscious drivers for player adoption to increase awareness and site engagement of Topgolf to both novice and veteran golfers, and ultimately increase visitation.
Strategy
Targeting A18-34 with an interest in sports, culture music, and food. Leveraging Origin CX, we utilized neuro reactions from in-venue testing to inform and optimize media delivery. Insights from in-venue testing revealed the need for tailored messaging among different audience segments. Novices were drawn by joy, while veteran golfers were motivated by deeper connection - specifically through increased focus and camaraderie shared with friends.
Results
Pinpointing what motivated different audience segments was transformational to the business through an 85% increase in site engagement & corresponding lift in purchase intent, as well as a 10% lift in feeling association.