Submitted by Joybyte

Public Goods Creator Program

Joybyte built a creator program for golf accessories brand Ghost Golf that recruited 155 creators and produced 301 assets against 3.7 M impressions.

2.4EMV
221,826EMV
301assets
74assets
155creators

Case in 60 seconds

Ghost Golf was expanding into the premium golf accessories market, and the page frames the difficulty as earning credibility with golfers who valued authenticity as much as product quality rather than simply generating visibility.

The campaign appears to turn on the reading that golfers judge a recommendation by whether the person making it plays like them, so relatable creators across skill levels carry more credibility in this category than the largest golf personalities.

Replace aspirational influencer marketing with authentic voices reflecting the everyday customer, partnering across skill levels and lifestyles to discover which content resonated most naturally before converting the strongest relationships into long-term partnerships.

Joybyte recruited a diverse network of golf creators who showed Ghost Golf products through on-course experiences, product demonstrations and lifestyle content on social platforms, centred on the flagship magnetic golf towel and extending into golf belts and bags. High-performing creators were continuously re-engaged, producing hundreds of licensed assets.

Joybyte reports 155 Creators, 3.7 M Impressions, 301 Assets and $ 2.4 M EMV, and describes the work as a repeatable growth engine that expanded awareness and left a library of reusable content supporting later launches.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Golfers who valued authenticity as much as product quality, described as everyday players, enthusiasts and lifestyle creators' audiences across different skill levels and lifestyles.
The page describes golfers weighing authenticity as heavily as product quality, which sets polished endorsement against real experience and makes the usual aspirational casting a liability rather than an asset in this category.
Entering the premium golf accessories market meant the obstacle was credibility rather than visibility, because a new entrant can be seen widely and still not be trusted by players deciding what to carry on course.
Ghost Golf positioned itself as the everyday player's kit rather than the aspirational purchase, with creators reflecting its ordinary customer instead of the largest golf personalities available to the category.
Based on the available evidence, the program treats product demonstration in context as the persuasive unit, since on-course use shows an accessory such as a magnetic towel working in the situation a buyer would use it.

Creative & Execution System

Assets & channels

  • licensed assets
  • lifestyle content
  • on-course experiences
  • product demonstrations

Partners

  • Joybyte (lead_agency)

Creator role

  • 155 Creators
  • 50 carefully selected creators
  • Los Angeles-based actors and lifestyle creators
  • a diverse network of golf creators
  • everyday players, enthusiasts, and lifestyle creators
  • food creators
  • lifestyle and home creators

Results & Evidence

MetricValueResult type
EMV$ 2.4 M EMVemv
EMV$ 221,826emv
assets301 Assetsperformance
assets74performance
creators155 Creatorscreators_count
creators50creators_count
impressions3.7 M Impressionsimpressions
impressions359,971impressions

Why Joybyte's strategy worked

  1. 1

    Re-engaging creators who already performed converts a campaign into a content engine, because each new product launch inherits an established cast rather than restarting recruitment and testing from nothing.

  2. 2

    Casting across skill levels functions as a discovery mechanism as much as a credibility one, since the spread reveals which stories golfers respond to before budget concentrates behind any single creator type.

  3. 3

    Licensing the output matters where a creator program is expected to pay back twice, because 301 assets remain usable in brand-owned marketing long after the placements that produced them have run.

  4. 4

    Anchoring a program on one flagship product before widening the range gives the creator cast a single object to demonstrate, which appears to be why the towel preceded the belts and bags rather than launching alongside them.

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