TaylorMade had already made its name as a leading innovator in golf equipment, but as category growth stalled, the new product race intensified.
Here’s how we helped TaylorMade maintain its standing as the top name in golf.
AMP created a connected, digital ecosystem for TaylorMade where every touch point was designed to evoke the tactile in-store experience of handling the equipment up close. This not only drove users towards retail, but also underscored TaylorMade’s innovation through interactions that were as streamlined and sophisticated as the products themselves.
We overhauled TaylorMade’s product experience pages to transform what were once simple, no-frills retail pages into robust product showcases.
The revamped pages capture the audacity of the TaylorMade brand and help funnel golfers towards sale by capturing the energy and tactile thrill of the in-store experience.
Select product experience pages also include interactive video features that allow each golfer to determine the potential benefit a specific piece of equipment will have on his or her individual swing.
Our comprehensive redesign of TaylorMade.com introduces new visual and experiential elements to the site that are more closely aligned with the brand than its predecessor.
A cleaner navigation offers a better browsing experience, while bigger, bolder visuals contributed to a more compelling aesthetic.
The redesigned site also takes into consideration TaylorMade’s place within the larger Adidas family, doing so with such effectiveness that its templates were eventually utilized across all Adidas Golf brands.
To better connect the physical golf world to TaylorMade’s digital ecosystem and reduce audience fragmentation across the web, we embedded streaming off-site product announcements into the TaylorMade homepage, essentially creating contextual day-long product campaigns.
For TaylorMade’s groundbreaking top-of-the-line driver, we developed an app so innovative it became a part of the product itself. The R1 mobile tuning app helps golfers tune the club in real time, on the golf course, which became a key selling point in the product marketing.
The app also helps extend marketing efforts by allowing users another opportunity to browse the full range of TaylorMade products from anywhere.
To implement this platform, we prioritized journey touch points, established channel roles and focused resources where Dole could achieve its greatest impact.
Drives awareness through sophisticated brand-building.
Transform simple, retail pages into robust product showcases.
Enables an immersive experience on any platform or device.
Teaches golfers how to maximize R1’s innovative features and refine their shots as their swing evolves.
Our connected ecosystem helped TaylorMade string together a series of successful product launches, highlighted by the debut of our R1 mobile tuning app, that kept users engaged longer and more meaningfully than ever.