Holbrook Pickleball
Play Better.
An 8-week multi-platform brand awareness campaign positioning Holbrook as the go-to paddle brand for the modern pickleball player — where performance meets personality. Targeting active adults 25–45 entering or growing in the sport.
This is a concept campaign and an unsolicited spec project created to demonstrate strategic and creative process. All brand assets belong to Holbrook Pickleball. Metrics shown are projected based on industry benchmarks and Holbrook Pickleball’s existing cumulative audience of roughly 20.5k followers across Instagram and TikTok.
Projected Reach
200k
Organic Instagram reach ~3.5% of followers per post plus paid amplification on 5 top posts. TikTok content is served to large pools of non-followers, videos will reach beyond the exsisting TikTok followers. UGC, Youtube, and Facebook will increase reach.
Target Engagement Rate
5%
Avg. 2–5% engagement rate on Instagram posts, and 4.2–7.1% on Reels. Avg. 3.7-4.9% on TikTok posts. Incorporating UGC hashtag challenge significantly boosts engagement rate.
New Follower Goal
1.5k
2-5% monthly follower growth on Instagram and TikTok. 1.5k reflects the anticipated uplift from an active 8-week campaign with consistent posting, a UGC challenge in weeks 5–6, and paid amplification from week 3 onward.
UGC post Target
200
For a first-time hashtag challenge from a brand at this follower level, ~1% is ambitious but achievable if the challenge is well-incentivized and the founders participate visibly.
Campaign Timeline
Week 1-2
Community Hook: “Why pickleball?” Storytelling, founder feature, culture content.
Week 3-4
Product Spotlight: Paddle tech breakdowns, pro player collabs, side-by-side demos.
Week 5-6
UGC challenge: #PlayBetterHolbrook — best shot challenge, community reposts.
Week 7-8
Amplify & retain: Paid retargeting, testimonials, ambassador recruitment.
Platform Strategy
TikTok
YouTube
Primary
Primary
Secondary
Paid Only
Video forward: Pickleball's fastest-growing audience is 25–40 year olds who discover new gear through short-form video, not search.
UGC as growth engine: A challenge hashtag turns customers into brand ambassadors and generates authentic content at zero cost.
Facebook: Where we retarget the warm audience and push them toward a purchase
Content Pillars
Fast-cut product tech. Explainers using easy to understand design language and carbon fiber close-ups.
Paddle Tech
Lifestyle photography of players mid-game, leaning into Holbrook's bold and clean aesthetic.
Court Culture
Behind-the-scenes with founders Breygan, Kasen & Brody — brand story that competitors can't replicate.
Founder/Family Story
Creative Brief
Campaign Name
“Play Better.” - Holbrook Pickleball awareness campaign
Objective
Increase unaided brand awareness of Holbrook Pickleball among casual and intermediate players who are actively looking to level up their game and gear
Target Audience
Active adults 25–45, recreational to intermediate pickleball players, style-conscious, active on TikTok and Instagram, respond to community and authenticity over hard-sell tactics
Brand Voice
Energetic but not hype. Confident without being arrogant. Feels like a friend who's good at pickleball and genuinely wants you to improve
Platforms
TikTok and Instagram (Primary), Youtube Shorts (Support), Faceboook (Paid Only)
Content Pillars
Paddle tech in clear language
Lifestyle and court culture
Founder/Family story
Campaign Hashtag
#PlayBetterHolbrook
Success Metrics
Reach 200k+ | 5% ave engagement rate | 1.5k+ new followers | 200+ UGC posts
8 Weeks
Our “Why” → Product Spotlight → UGC Challenge → Amplify
Timeline
Budget Breakdown
Instagram paid promotion (50%) — boosting the best performing Reels to reach new people
TikTok paid ads (30%) — amplifying the top organic posts
Facebook retargeting (20%) — only targeting people who already visited the website or engaged with Instagram
Always
Lead with the human story behind the brand
Show real players, real courts, real rallies
Make tech feel accessible, not intimidating
Celebrate the community loudly
Never
Lead with price or discount messaging
Use overly polished, stock-photo energy
Talk down to beginner players
Ignore comments — community is everything
Content Calendar
Weeks 1-2
Phase 1 | Community Hook
Mon Wk 1 | Instagram
Why we started Holbrook
Founder origin story — Breygan, Kasen & Brody. Photo carousel.
Wed Wk 1 | TikTok
What does carbon fiber actually do?
60-sec explainer. Close-up paddle face, plain-English voiceover.
Fri Wk 1 | YouTube Short
Carbon fiber TikTok → repurposed
Same video re-uploaded as a YouTube Short.
Mon Wk 2 | TikTok
Meet the brothers
Casual BTS — Breygan & Kasen on why pickleball needed better gear.
Thurs Wk 2 | Instagram
Paddle lineup intro
Clean flat-lay of all series. "Which paddle is for you?" CTA.
No Facebook ads yet. In this phase we’re building a warm audience first.
Weeks 3-4
Phase 2 | Product Spotlight
Tue Wk 3 | TikTok
ARMA deep dive
Dual-density core explained. Slow-mo sweet spot contact shots.
Thurs Wk 3 | Instagram
“Play Better.”
Hero lifestyle shot. Campaign tagline debut. Bold aesthetic.
Wk 3 onward | Facebook Ad
Awareness retargeting ad
Targets IG & TT engagers. Uses best-performing Reel as ad creative.
Mon Wk 4 | Instagram
Player spotlight
Feature a community member / ambassador with Holbrook gear.
Wed Wk 4 | YouTube Short
Dad vs. sons
Friendly match between Brody and the brothers. Unscripted, unpolished.
Wk 4 | Facebook Ad
Product ad — FUZE series
Carousel ad. Targets website visitors. "Find your paddle" CTA.
Weeks 5-6
Phase 3 | UGC Challenge
Mon Wk 5 | TikTok
#PlayBetterHolbrook launch
Challenge announcement. Founders demo their best shot first.
Wed Wk 5 | Instagram
Challenge promo graphic
Bold static post. Rules, hashtag, prizes. Share to Stories too.
Fri Wk 5 | TikTok
First UGC repost
Stitch or duet the best community entry. Hype them up loudly.
Wk 5-6 | Facebook Ad
Challenge amplification ad
Boosts challenge post to warm audience. Drives hashtag participation.
Tue Wk 6 | Instagram
Community highlights reel
Best #PlayBetterHolbrook submissions. Tag every creator featured.
Fri Wk 6 | YouTube Short
Player spotlight
Community highlights reel repurposed. Extends reach beyond TT/IG.
Weeks 7-8
Phase 4 | Amplify & Retain
Mon Wk 7 | Instagram
Customer testimonial
Real review quote over action shot. Community voice, not brand voice.
Wed Wk 7 | TikTok
"What I wish I knew" tips
3 beginner mistakes + how the right paddle helps fix them.
Fri Wk 7 | Instagram
Ambassador call-out
"Want to be part of the Holbrook family?" Open ambassador recruitment.
Wk 7-8 | Facebook Ad
Conversion retargeting ad
Targets warm audience with testimonial creative. "Shop now" CTA. Hardest push toward purchase.
Tue Wk 8 | TikTok
Campaign wrap reel
Best moments from 8 weeks. Thank the community. Tease what's next.
Thurs Wk 8 | YouTube Short
Thank you → repurposed
Wrap reel re-uploaded. Evergreen content that keeps working after campaign ends.
Caption Copy by Pillar
Pillar 1 | Paddle Tech | Instagram
The difference between winning a dink battle and losing one? It might be your paddle weight distribution, not your technique.
Most players grab whatever paddle feels comfortable in the store. But balance point, swing weight, and grip size all change how the ball responds off the face. We built the Holbrook lineup so you stop fighting your gear and start trusting it.
Swipe to see how each series is weighted differently →
#PlayBetterHolbrook #HolbrookPickleball #PickleballTech
Pair with a carousel — first slide is a clean paddle flat-lay, subsequent slides show simple diagrams or text breakdowns of each series. Educational carousels consistently outperform single images for saves and shares.
Pillar 2 | Court Culture | TikTok
Things only pickleball players understand 👇
That one person who calls every ball out. Showing up for 'just one game' and staying for three hours. Explaining to non-players why it's actually a serious sport. Finding your people on the court at 8am on a Saturday.
If you know, you know.🏓
Tag someone who gets it.
#PlayBetterHolbrook #HolbrookPickleball #PickleballLife
Film as a talking-head list video or text-on-screen format. Highly shareable and comment-bait — people will add their own items to the list in the comments and share with friends.
Pillar 3 | Founder/Family Story | Instagram
Two brothers, one dad, and a mission to build the paddle brand they always wished existed.
Holbrook didn't start in a boardroom. It started on a court, with a family who knew pickleball deserved better gear and a brand that actually felt like the community it serves.
This is why we build what we build.
#PlayBetterHolbrook #HolbrookFamily #PickleballCommunity
Use a candid photo or short video of the founders — behind-the-scenes or on-court. Raw > polished for this pillar. Builds emotional connection and trust with the audience.
UGC Challenge | TikTok
Stop watching other people's highlight reels and make your own 🔥🏓
Any skill level. Any court. Any shot.
Tag us with #PlayBetterHolbrook — we're reposting our favorites.
The only bad submission is the one you never posted.
#HolbrookPickleball #PlayBetterHolbrook #PickleballChallenge
Film on court, mid-game energy. Open with the hook line spoken out loud. Fast cuts between shots of real players. Include paddle shots as a visual brand anchor.
