With 80+ U.S. locations and 17,000 associates, Topgolf had found its swing. As the organization entered into a new partnership with Callaway Golf, it became imperative to align those associates to a common brand, and reimagine their employee experiences to deliver it.
The 17,000 Topgolf associates around the world knew they had something special, but wondered if they could make the turn from job to career. Unfortunately, the Topgolf culture, while well codified, was perceived as “not mine” by thousands of new associates.
After a few years of dissolving from the lexicon, values and ways of working had become more like guidelines than expectations. Employees were running their own plays. New hires were joining for a transactional job without awareness it could become a career.
Much like success in golf depends on the skill and will of the player, success at Topgolf depends on the associate. They must bring their whole selves to work, and they must see that their future is in their hands. Topgolf is a big company with a lot to offer, from hospitality to technology to media. The new cultural tenets needed to capture not only the breadth of possibilities, but also the potential for long-term individual growth.
Liquid Agency refined Topgolf’s mission and values, then built a campaign to change the perception of short-term job success.
With emotional testimonial videos at its core, the campaign successfully built the beliefs among current and future associates that not only was Topgolf a great place to work, but that they were empowered to make it what they wanted.
Building on the brand attributes of inclusivity and hospitality, Liquid’s “The Game is What You Make It” campaign underscored the employee value proposition that at Topgolf you can grip your career and 1) make it last, 2) make it special, and 3) make it yours.
