VICTOR Taiwan

The Client:
An international leader in badminton equipment, VICTOR Sports was founded in Taipei, Taiwan in 1968. They focus on innovating technologies that are put into action on badminton rackets, footwear, apparel, and badminton-specific accessories.
Represented by the world’s top-ranked female shuttler Tai Tzu Ying, team champions in Asia and Europe and Denmark, VICTOR products are sold in more than 60 countries across five continents.

The Challenge:
Present in the Indian market since 2010, VICTOR Sports wanted to break the monopoly of Yonex, a brand that is well established and synonymous Badminton in India. The Social reach and campaigns were not connecting with the niche audience and there was a need to refresh the Brand identity online.

Our Approach:
With seamless budgets, the Goliath that is Yonex, could only be tamed through the power of Digital. We stressed on increasing the online reach of VICTOR India through aggressive social media campaigns.

Earlier, all campaigns had a Global orientation, so the focus was shifted to getting more local and hyperlocal content generated. Refreshing content buckets, reusing digital content created in a unique manner, digital coverage of all sponsored tournaments, the entire digital approach was made very user centric by the Which Colour You Want team. Instagram marketing focused on Video to reduce engagement costs and increase organic reach. Creative content was generated using Local sponsored players to reach their fanbase and reverberate with the fans.

WCYW agency also developed a website (on Magento), designed as per their Brand guidelines, which has resulted in a surge in their Online Sales and an increased ROI on digital media. Social media campaigns were also directed to Amazon India for exclusive launches.

Results:
‍With WCYW team’s guidance, VICTOR India has generated more business online over the past years, and their website is now a vital source of qualified traffic.On Social media, their Organic video views went up by 1187%, total shares increased by 1324% and all Social media queries across Facebook & Instagram went up by 50%. The brand gained over 8000 followers; this handle was started from scratch by the Which Colour You Want team. 

VICTOR is now the No.1 brand in Badminton shoes in India.