Genesis #MakeTheGameYourOwn Golf Influencer Program
Influencer MarketingMG Empower ran a ten month always-on golf influencer programme for Genesis around its PGA tour sponsorship, and reports a CPM optimised by 23% against benchmark.
About the campaign
Genesis worked with MG Empower on a golf influencer programme, and the agency reports CPM optimised by 23% against benchmark. Genesis is a luxury car brand and one of the title sponsors of the PGA tour. It wanted deeper engagement with the golf community and to be seen as part of it, not only as a sponsor.
The agency built #MakeTheGameYourOwn as a ten month always-on integrated influencer marketing programme in the USA. It cast golf-focused ambassadors and amplifiers with authority in the golf community across the US. The Genesis Invitational in Los Angeles opened the calendar. The agency's videographers and producers spent two weeks in LA filming the influencers on the course and with the car. Paid media then amplified the content, with the strategy adjusted on real-time performance tracking.
The agency reports that the programme beat the overall engagement rate benchmark by 0.06%. CPM was optimised by 23% compared to industry and market benchmark. The agency also reports positive brand sentiment toward the long-term storytelling and its diverse portrayal of golf.
Case in 60 seconds
Genesis had sponsored the PGA tour for some time, yet a sponsor stands at the edge of the golf community, so the brand wanted deeper engagement and a place inside that community while still showing its cars and technology.
Golfers grant authority to players who share their passion for the sport, so a car brand earns a place in the community when trusted golf voices tell their own stories with it in frame.
#MakeTheGameYourOwn cast golf influencers with authority across the US as ambassadors and amplifiers, building stories around their passion for the sport that tied Genesis to everyday experiences and to disrupting the status quo.
Production opened at the Genesis Invitational in Los Angeles, where in-house videographers spent two weeks filming influencers on the course and with the car, while paid media amplification adjusted to real-time tracking of content performance.
MG Empower reports that the programme beat the overall engagement rate benchmark by 0.06% and optimised CPM by 23% against industry and market benchmarks, alongside positive brand sentiment toward its long-term storytelling.
Strategy Breakdown
Creative & Execution System
Partners
- MG Empower
Results & Evidence
| Metric | Value |
|---|---|
| ER Above Benchmark | 0.06% |
| CPM Optimisation | 23% vs benchmark |
Why MG Empower's strategy worked
- 1
A long-running sponsorship gains depth when creators already respected in that sport carry the brand into their own stories, because the community hears a peer rather than a sponsor's message.
- 2
Pairing an in-house production crew with creators at one flagship event builds a store of footage for always-on posting, so two weeks of filming can feed a ten month programme.
- 3
Tying paid amplification to real-time content tracking lets a team move spend toward the posts that perform, which is the mechanism the agency credits for its CPM result.
- 4
Casting diverse talent in a formerly male dominated sport gives a brand a stance on who belongs in the game, which the agency links to the positive sentiment it reports.
Results
273M
Users reached
$7M
Equivalent media value
