Selkirk Holiday 3peat with minisocial

The Challenge:

During the holiday shopping season, one-off influencer posts are no longer cutting it; ads quickly fatigue, consumers are weary, and messaging feels repetitive.

Selkirk Sport needed a multi-month strategy to maintain momentum across three distinct buying waves: Black Friday urgency, the holiday gift-giving period, and last-minute impulse purchases.

Their goal was to introduce new players to pickleball while positioning Selkirk’s premium paddles as the ultimate gift and/or self-reward. To accomplish this, Selkirk needed a continuous strategy that allowed them to update messaging as the shopping season evolved and gather real-time performance data to solve ad fatigue and keep paid media channels performing straight through year-end.

The solution:

Selkirk leveraged a minisocial 3-peat campaign, where the same core group of 10 creators posted about the brand three times over the course of a couple of months, proving that extended creator touch points beat creative fatigue and generate a real sense of community around the brand.

Creators were briefed across the quarter with evolving post concepts: starting with urgency-driven Black Friday promos ("Biggest Sale of the Year"), shifting into Holiday gift-giving tutorials ("Gift of Success"), and concluding with high-converting urgency plays ("Last-Minute Impulse Purchases").

This multi-month strategy provided continuous community-driven momentum across Q4, solved ad fatigue on paid channels, and produced a video library of high-performing UGC ready to scale across all marketing channels.

306% View-to-Follower Ratio

One-off posts during the holiday season are met with more skepticism but the stats prove there is a way to beat this.

According to Deloitte: 60% of consumers are more likely to engage positively with a brand when a favored creator recommends it when that endorsement turns into an ongoing partnership, familiarity reduces skepticism.

Ongoing recommendations from creators come off as more genuine when they continue to share with their community. Building trust and getting consumers over the add-to-cart hurdle.