RGGloves is a Spanish brand manufacturing goalkeeper gloves, with its Hungarian subsidiary founded by two professional goalkeepers. The goal was not only to increase brand awareness but also to convert sales through social media using a continuous monthly retainer system. The annual sales of fewer than fifty units were replaced by a volume of nearly 1,000.
TOGETHER WE ACHIEVED
gloves sold / year
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views / year
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goalkeeper follower
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STRATEGY
The recipe is complex because while every team has a goalkeeper, and thus goalkeeper gloves, we are still talking about a relatively small group of people in a highly saturated market. However, the potential of RG products lies in offering uniquely designed, non-drop-shipping style gloves in the mid-to-high-end category at a price 40-50% lower than the major brands. Goalkeeper gloves are essentially consumables; they last roughly 6-8 matches for a third-division keeper before becoming training gloves, meaning the product’s lifespan is a maximum of three months. This means a player needs four pairs of gloves a year, making it worth a serious effort to ensure they choose this brand. We initially started advertising on two fronts, Instagram and TikTok, but achieved explosive results within three months of launching our YouTube marketing. In 2024, 700 pairs found owners in just eight months. We built everything from scratch based on three pillars, topped off by our belief in the partnership: we produce large-scale 16:9 long-format YouTube content every six months for our own channel of over 300,000 subscribers. Humorous content makes the brand interesting to anyone, while educational content from professional goalkeepers is rare, driving follows and subscriptions. Finally, the core community receives direct 2-4 minute product description videos about new releases and technical differences.
Humour
Funny videos always perform well, but only if they aren't cringe. We present stereotypes and engage both professional and amateur goalkeepers in performance-oriented challenges that make footballers curious about the content itself rather than just the brand. There have been cases where an outfield player forwarded a video to their goalkeeper teammate, who then became a customer.
Education
Footballers don't like to reveal their secrets, or they simply don't want to take the time to do so. At RG, the fundamental approach is community building; thus, viewers receive monthly goalkeeper tips from professionals, which helps build a relationship of trust between the brand and the follower or potential buyer. The goal is the subscription.
Product
Finally, once we had achieved higher conversion rates and the follower base surpassed 1,000, we began continuously informing the community with product demonstration videos, where the latest models are presented in a detailed yet engaging way. These are also sent out as newsletters.
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