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TL;DR / Campaign Snapshot
3-theme structure: Culture → Story → Product (so the audience understands the vibe, then the why, then the buy).
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🌴
- Lowcountry Uniform
- Job: Awareness + Charleston identity
- Primary: TikTok/Reels + IG feed/UGC
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🎥
- How the Uniform Was Made
- Job: Meaning + credibility
- Primary: YouTube + Reels + IG storytelling
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🧢
- Seven Ways to Wear It
- Job: SKU visibility + sell-through
- Primary: Repeatable Reels/TikToks + email
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Folly x Battery Social Strategy
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- Goal: Awareness + engagement on IG/TikTok, then drive sell-through of all 7 SKUs
- Audience: Charleston locals + Battery fans; lifestyle-driven, socially active, experience-first
- Positioning: Folly Golf × Charleston Battery blends coastal lifestyle with game-day energy.
- Content system: 3 themes (Culture → Story → Product) supported by pillars (Lifestyle, Product, Community/UGC, Story)
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1) Goals
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🎯
Primary Goals (Campaign-Focused)
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- Drive awareness for the Folly Golf × Charleston Battery collaboration
- Increase engagement and reach across Instagram + TikTok
- Drive sell-through of all 7 SKUs
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📌
Secondary Goals (Brand-Focused)
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- Position Folly Golf as a leading coastal lifestyle brand in Charleston
- Grow a younger, socially active audience
- Build anticipation for future drops
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2) Target Audience
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- Primary Audience
- Core Audience
- Shared Traits
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3) Positioning
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Positioning Statement
Folly Golf × Charleston Battery blends lifestyle with game-day energy.
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- Brand traits (supporting language)
build around challenger, curated underdog (top 3)
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4) Platforms
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| Platforms |
Purpose |
Content Focus (Pillars) |
Content Style |
| Instagram |
Core brand hub |
Lifestyle, Product, Story |
Lifestyle photography, Product in context, Launch reveal video, Clean carousels |
| TikTok |
Growth + reach |
Lifestyle, Community, Story |
Short-form video clips, UGC / friend groups, Game day content, BTS moments |
| YouTube |
Deeper storytelling |
Story, Lifestyle |
Behind-the-scenes, Player / founder interviews, Long-form edits |
| Email |
Drops + conversion |
Product, Story |
Flat-lays, Group shot (all SKUs), Launch graphics, SKU highlights |
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Tone of voice
Effortless, playful, sporty, and real — consistent across platforms, with each channel adapting to its native style.
Inspo: Album Surf
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5) Content Pillars
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- Lifestyle → 35%
- Product → 30%
- Community → 20%
- Story → 15%
| --- | --- | --- |
Campaigns