AVP

With a 30-year history of producing, marketing, and distributing volleyball events worldwide, the AVP (Association of Volleyball Professionals) is the most recognized brand in professional beach volleyball. Today, AVP is best known for its health and family-oriented events, professional events, and its incredible Olympic athletes.

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Client

AVP

Role

Strategy
Branding
Creative Direction
Web Development

Approach

Despite once being a highly recognized brand, AVP went dark from 2010 to 2012, leaving the brand in need of reviving. Leading up to our involvement, AVP had less than 1% social engagement and search engine results for AVP were yielding results about “Alien vs. Predator” instead of volleyball. Screenpush approached the challenge as an opportunity: to reignite the fire and relevance of AVP, which has a history of cultivating world-class Olympic talent. The goals were to reconnect that talent with their audience and solidify AVP’s leadership position with the sport.

Solution

Logo & Brand Book
Merchandise Design
Advertising Creative
Responsive Website Design
UI/UX
Content Production
HTML5, CSS3
Social Strategy

We developed a comprehensive strategy with focus on powerful new creative, captivating content, and providing a means for those elements to reach AVP fans in effective, relevant, and meaningful ways. First, we created an extensive brand book expressing AVP as the definition of “coastal cool.” This fresh look and feel was applied to new merchandise, branded content, advertising creative, and social media channels. Screenpush developed a new mobile-responsive website, search-optimized and designed to engage fans and showcase new branded content. Working with our strategic partners, we then launched cohesive advertising and social media campaigns to drive quality traffic to all of AVP’s new branded properties and content.

Results

AVP experienced dramatic growth in all digital areas, which translated to real, tangible results. Visits to the new AVP website grew from 50,000 in 2012 to 500,000 during the 2013 season. AVP’s audience on social media experienced 6-digit growth with the highest levels of engagement the brand had ever seen. In 2013, tour events had multiple sell-outs with 97% of ticket sales driven by online and social ads. This revitalization helped AVP to secure major sponsorships from Mercedes-Benz and Smart Car. Perhaps most importantly, AVP now ranks first in search engine results, with “Alien vs. Predator” a distant fourth.