Bread & Butter Pickleball: A $1.6M Black Friday Month

The Challenge

Pickleball's explosive growth (from 5 million group participants in 2022 to 14.1 million by 2023) created a gold rush of new brands with nearly indistinguishable products. BnB Pickleball had a founder with a prior athletic career and three unique paddle designs (power-focused, control-focused, and balanced), plus early traction on Instagram and YouTube. But their first marketing hire used conventional messaging that failed to scale, their Meta Ads lacked structure, creative testing was nonexistent, and there was no visibility into which campaigns were actually driving profitable customers.

The Solution

We deployed the full Trident Framework across both Meta and Google. On Google, we built effective Shopping campaigns with layered product feeds, launched Search Ads for brand awareness and top-of-funnel conversions, and ran Performance Max campaigns to capture customers across every purchase stage. On Meta, we tested multiple creative assets against various audiences, deployed retargeting and re-engagement campaigns, and used Facebook's algorithm bidding for profitability control. The founder served as spokesperson across Instagram and YouTube with a frank, funny, and friendly brand personality and recognizable visual identity. We synchronized go-to-market campaigns around quarterly product launches, pairing brand strength with strategic ad placement.

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