Snappy Gilmore collaborates with DP World Tour
[London, November 2024] This campaign, a collaboration between the DP World Tour and Snappy Gilmore, achieved its primary goal of expanding golf's appeal to diverse and younger audiences by leveraging Snappy's unique personality and viral content. Snappy, a Nigerian-American amateur golfer celebrated for his one-armed swing, was brought to the Middle East to engage audiences during the DP World Tour Play-Off events in Abu Dhabi and Dubai. His participation included Pro-Ams, celebrity interactions, fan engagement, and content creation around the events.
The project aimed to amplify the Tour’s visibility, enhance fan experiences, and position the DP World Tour as innovative and accessible. Snappy's integration with professionals, fans, and regional organisations was central to creating authentic, engaging content. The campaign strategy relied heavily on influencer marketing, leveraging Snappy’s 3.7M+ followers across platforms.
Key Achievements:
Content Performance: Snappy over-delivered on his commitments, generating nine Instagram stories and four reels, amassing 3.36M views and 2.15M unique users reached. This yielded an impressive CPM of £2.08, significantly outperforming the industry average.
Global Media Reach: Snappy’s content was featured on Sky Sports and global broadcasts, delivering an estimated 500,000 additional views and showcasing the campaign's widespread impact.
Fan and Partner Engagement: Snappy’s interactions at golf clubs and with the fan village enhanced the Tour's appeal while fostering partnerships in the region.
About Snappy Gilmore: Eliezer Paul Gindiri, nicknamed Snappy Gilmore, is a Nigerian-American amateur golfer and content creator. After going viral with his distinctive one-armed golf swing, Snappy’s popularity continues to grow thanks to his entertaining content and infectious personality. He is the most-followed golf creator on TikTok and boasts a combined 3.7M+ followers across social channels. His goal is to bring the game of golf to new audiences.
About DP World Tour: The DP World Tour, is one of the leading professional global golf circuits, with its current membership including 9 of the top 20 golfers in the Official World Golf Ranking. Spanning iconic courses across Europe, the Middle East, Asia, and beyond, the DP World Tour offers a series of major tournaments, with highlights including the Hero Dubai Desert Classic, BMW PGA Championship & DP World Tour Championship, forming 3 of the 5 the 'Rolex Series' events. World number 3 golfer Rory McIlroy is the reigning back to back Rolex Series champion.
About DSM: DSM is one of the leading sports marketing and gaming agencies in the world, working with a variety of brands, rights holders, platforms, influencers, presenters, footballers and pro gamers, fusing together a unique agency at the forefront of sports, digital, gaming and technology.