Padel2025
Padel2025 is a platform for padel enthusiasts in the Netherlands. Flii developed the strategy behind one of the fastest-growing padel communities on social media.
Sten Bossong
Project Lead, Flii Media
Padel2025 is a platform for padel enthusiasts in the Netherlands. Flii developed the strategy behind one of the fastest-growing padel communities on social media.
Padel was growing explosively in the Netherlands, but the platform lacked a consistent social presence that reflected the energy of the sport. The challenge: quickly establishing a recognisable brand and building an active community in a market that dozens of other players were entering at the same time.
We started with a thorough analysis of the padel market on social media: what content worked, for which audiences and through which channels. That laid the foundation for every strategic choice that followed.
Based on the research, we defined organic content categories for each stage of the funnel — from awareness through engagement to community loyalty. Each category had a clear role and a matching format.
We devised targeted paid campaigns on Meta and TikTok, with hyper-local targeting of padel players in Dutch cities with courts currently available. Campaigns were deployed based on data from organic performance.
Based on the results achieved, partnerships and marketing campaigns aimed at video viewers were rolled out. The organic data determined what was scaled up further with paid media.
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