Foundation building
A consistent posting schedule, a cross-platform content strategy and community programs to build early momentum. 186 posts and 28 Reels went out on Facebook and Instagram in the first month, plus 14 TikToks.
Jolly Sports: from zero to 15,000+ fans in three months.
Client · Jolly SportsIndustry · SportsMarket · PhilippinesClient since · 2024Services · Social media, community, adsContact · Eugina Lu, Product Marketing Specialist
15K+Followers in the first three months, from a standing start
8,937TikTok followers by month three, up from 1,123
~20KFacebook followers today
41K+Followers across Facebook, TikTok and Instagram today
About the client
Jolly Sports is the go-to spot for basketball fans who want more than the scoreboard. Whether you’re a courtside critic or a barangay baller, it brings the latest buzz, memes and highlights to keep your basketball spirit soaring.
The challenge
In 2024, an international sports brand asked us to build and promote a brand-new basketball community on Philippine social media. It started with almost no presence, and it had to stand out in one of the most crowded, most passionate basketball markets in the world.
- A limited social media presence that held back visibility and engagement
- Untapped potential for building a real fan community
- No distinct brand identity yet in a crowded digital space
Twin Rams’ approach
- Content intensification: a high-volume strategy from day one in July 2024, with parallel posts on Facebook and Instagram, short-form Reels and early adoption of TikTok.
- Community engagement: player-centric content spotlighting popular athletes and “OG” players, plus giveaways, regular promotions and a community rewards program.
- Brand development: full brand guidelines, targeted ad campaigns and a content strategy tailored to each platform.
Results
By the end of July 2024, the new community had 137 followers on Facebook, 738 on Instagram and 1,123 on TikTok. By the end of September it had grown to 5,226 on Facebook, 1,195 on Instagram and 8,937 on TikTok: more than 15,000 fans in three months.
How the launch ran
Foundation first, then strategy.
Strategic enhancement
Data-driven decisions, geographic audience targeting and platform-by-platform optimization, plus user-generated content contests that boosted participation.
Scaling the community
Boosted campaigns and timely Philippine basketball coverage. One campaign on 10 July 2026 added 5,029 Facebook followers in a single day.
Two years on
Still growing, on every platform.
From 11 July to 20 August 2026, compared with the period before.
37,130 views
Up 3,740%, with engagements up 2,011%. A Gilas Pilipinas update alone reached 3,870 people.
7.25% engagement
Engagements rose 1,110% and reach rose 327%, as debates like Kobe vs Jordan got fans talking.
+1,813 followers
A 49% jump to 5,511 followers, with engagements up 321%.
What made it work
Consistent, high-volume publishing; content built for each platform rather than copied across them; and a community-first approach with user-generated content, giveaways and rewards. Timely Philippine basketball news is still the strongest content on all three platforms.
At a glance
The Jolly Sports story in one image.
“The agency’s proactive communication and deep understanding of the Philippine market were exceptional. Their targeted campaigns brought high engagement and organic growth, helping our brand reach new audiences and strengthen its position.”