Bobby Jones social media case studyHow Bobby Jones Grew With KMI
From 5K to 62K followers for golf's Grand Slam legend. KMI grew the official Bobby Jones Facebook and Instagram channels from 5,218 to 62,083 followers, generating 2.5M+ engagements, 9.5M+ reach and 1.6M+ video views with organic content and Meta like campaigns.
- Industry
- Sports & Legacy Brand
- Services
- Social Media Marketing · Content · Meta Ads
- Timeline
- Feb 2023 – present
- total followers, up from 5.2K
- 62K
total followers, up from 5.2K
- engagements
- 2.5M+
engagements
- people reached
- 9.5M+
people reached
- page likes and follows from Meta like campaigns
- 43K+
page likes and follows from Meta like campaigns
Before and after
Facebook followers
5,119to61,205
Instagram followers
99to878
Cost per like
$0.79to$0.20
Video views
0to1.6M+
Meta Business Suite insights for Facebook and Instagram, February 2023 to October 2026, from KMI's monthly client reports.
The challenge
What Bobby Jones needed
The official Bobby Jones social channels, connected to bobbyjones.org, had a small following of about 5,200 when KMI took over in February 2023. The goal was to build a large, engaged audience of golf fans on Facebook and Instagram and keep growing it at a sustainable cost per follower.
Since September 2026, a Profile Visits campaign has added 37K+ profile and page visits in its first two months.
Our approach
How we did it
- 01Built an always-on content calendar of archive photography, video and short stories for Facebook and Instagram
- 02Ran monthly Meta like campaigns, testing creative and audiences to bring down the cost per like
- 03Added short-form video and Reels in 2025, which lifted video views and engagement
- 04Switched to a Profile Visits campaign in September 2026 to drive more fans to the profiles
- 05Reported monthly on followers, reach, engagement and ad performance, and adjusted the plan
The work
Campaign highlights
Want results like these?
Get a free growth plan built around your market, your competitors and your goals, with clear next steps across SEO, ads, social, your website and AI automation.
Or call +1 (770) 525-4002