Google ROAS
Meta ROAS
Sell-through in 3 weeks
YEAR / 2021
Wilson
Paid Advertising
Shopify Development
Digital Marketing
Content Creation
Video Editing
Teaming up with Throwback Store and Wilson Basketball, Baseline celebrated 11 years of Throwback by promoting an exclusive collection inspired by Sydney's urban basketball culture.
The Challenge
Throwback Store, a Sydney-based basketball retailer, wanted to celebrate its 11-year anniversary through a collaboration with Wilson Basketball, the official ball of the NBA. The goal was to create an exclusive collection inspired by Sydney’s vibrant basketball community, honouring iconic locations like Darlinghurst’s streets and Alexandria Basketball Stadium. The challenge was to ensure the campaign authentically celebrated Throwback’s heritage without appearing purely commercial.
What We Did
To bring the Wilson x Throwback collaboration to life, Baseline delivered a comprehensive suite of services:
Promotion Video: Produced a dynamic launch video using Adobe Premiere to highlight the collection's essence.
E-Commerce Imagery: Enhanced product photos with Adobe Lightroom and Photoshop to ensure a premium look.
Custom Shopify Landing Page: Designed an editorial-style landing page blending video, text, and visuals.
Meta + Google Campaign Ads: Developed and executed a full-funnel strategy to drive awareness and conversions.
Influencer Strategy: Distributed branded basketballs to Sydney-based influencers to amplify social reach.
Email Marketing: Created targeted campaigns via Klaviyo, including early-access and launch emails.
Outcome
The campaign resonated deeply with the Sydney basketball community, garnering overwhelmingly positive feedback from Throwback, Wilson, and audiences on social media. Key results included:
Sales Success: All Products sold out within three weeks of launch.
Advertising Impact: Achieved a 7.18 ROAS on Meta and an exceptional 12.64 ROAS on Google Ads.
Widespread Awareness: Generated 564,000 impressions across advertising platforms.
Final Word
The Wilson x Throwback campaign successfully celebrated Throwback’s 11-year journey while paying homage to Sydney’s urban basketball culture. Through a thoughtful blend of storytelling, strategic marketing, and authentic connections, Baseline delivered a campaign that not only drove outstanding results but also honoured the brand’s heritage and community.
