Turning Online Strangers Into Diehard STIGA Fans
Turning Online Strangers Into Diehard STIGA Fans
Turning Online Strangers Into Diehard STIGA Fans
Turning Online Strangers Into Diehard STIGA Fans
How Growhouse transformed a legacy sports brand’s digital presence — taking them from “solid” to scroll-stopping, and building a fandom that sticks.
How Growhouse transformed a legacy sports brand’s digital presence — taking them from “solid” to scroll-stopping, and building a fandom that sticks.
How Growhouse transformed a legacy sports brand’s digital presence — taking them from “solid” to scroll-stopping, and building a fandom that sticks.
THE BRAND UNDERSTANDING
STIGA Table Tennis
STIGA Table Tennis
STIGA Table Tennis
STIGA Table Tennis
STIGA Table Tennis is a global sports icon with decades of championship history. Their products are in the hands of pros and hobbyists alike — but their digital presence didn’t match their legacy.
They weren’t just missing views.
They were missing the spark that turns casual viewers into loyal fans.
STIGA Table Tennis is a global sports icon with decades of championship history. Their products are in the hands of pros and hobbyists alike — but their digital presence didn’t match their legacy.
They weren’t just missing views.
They were missing the spark that turns casual viewers into loyal fans.
STIGA Table Tennis is a global sports icon with decades of championship history. Their products are in the hands of pros and hobbyists alike — but their digital presence didn’t match their legacy.
They weren’t just missing views.
They were missing the spark that turns casual viewers into loyal fans.
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THE PROBLEM
What Was Standing Between STIGA and Superfans
What Was Standing Between STIGA and Superfans
What Was Standing Between STIGA and Superfans
What Was Standing Between STIGA and Superfans
When STIGA came to us, their game looked like this:
When STIGA came to us, their game looked like this:
01
01
01
Low Performance Baseline
Low Performance Baseline
Low Performance Baseline
Average post views sat around 30,000 — decent, but far from game-changing.
Average post views sat around 30,000 — decent, but far from game-changing.
Average post views sat around 30,000 — decent, but far from game-changing.
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02
02
Underperforming Channels
Underperforming Channels
Underperforming Channels
TikTok and YouTube lacked platform-native strategy, losing traction where fandoms are born.
TikTok and YouTube lacked platform-native strategy, losing traction where fandoms are born.
TikTok and YouTube lacked platform-native strategy, losing traction where fandoms are born.
03
03
03
Engagement Disconnect
Engagement Disconnect
Engagement Disconnect
Content reach was high, but meaningful and converting interaction was low.
Content reach was high, but meaningful and converting interaction was low.
Content reach was high, but meaningful and converting interaction was low.
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04
04
Broken Content Flow
Broken Content Flow
Broken Content Flow
Ambassador content existed but lacked a cohesive narrative to keep fans engaged.
Ambassador content existed but lacked a cohesive narrative to keep fans engaged.
Ambassador content existed but lacked a cohesive narrative to keep fans engaged.
Bottom line: STIGA had reach but we are challenged to build resonance to turn casual viewers into loyal fans.
Bottom line: STIGA had reach but we are challenged to build resonance to turn casual viewers into loyal fans.
Bottom line: STIGA had reach but we are challenged to build resonance to turn casual viewers into loyal fans.
THE SOLUTION
The Growhouse Approach: Turning Online Strangers Into Diehard Fans
The Growhouse Approach: Turning Online Strangers Into Diehard Fans
The Growhouse Approach: Turning Online Strangers Into Diehard Fans
The Growhouse Approach: Turning Online Strangers Into Diehard Fans
Our mission was simple: turn passive scrollers into loyal superfans. Here's how we did it:
Our mission was simple: turn passive scrollers into loyal superfans. Here's how we did it:
Our mission was simple: turn passive scrollers into loyal superfans.
And so, we didn’t just aim for more views, we engineered a content ecosystem that sparked connection, community, and conversion.
Here's how we did it:
01
01
01
Reframing Ambassador Content
Reframing Ambassador Content
We reframed existing footage, amplifying personalities like Filip, Andreas, Stina, Maja, and Antonio. They became more than talent — they became the faces fans rooted for.
The result: higher engagement and thousands of new followers.
We reframed existing footage, amplifying personalities like Filip, Andreas, Stina, Maja, and Antonio. They became more than talent — they became the faces fans rooted for.
The result: higher engagement and thousands of new followers.
We repurposed and reframed existing footage, transforming underperforming content into high-impact assets.
The result: higher engagement and thousands of new followers.
02
02
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Building Organic Launch Framework
Building Organic Launch Framework
For the “Wavy” launch, we built a fully organic rollout: showroom demos, social-first testimonials, and community-driven hype.
We repurposed and reframed existing footage, transforming underperforming content into high-impact assets.
The result: higher engagement and thousands of new followers.
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Making the Showroom a Stage
Making the Showroom a Stage
We turned STIGA’s own space into a repeatable content engine — optimized lighting, angles, and flow for consistent, polished shoots.
We repurposed and reframed existing footage, transforming underperforming content into high-impact assets.
The result: higher engagement and thousands of new followers.
04
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Designing for Brand Love, Not Just Looks
Designing for Brand Love, Not Just Looks
We merged STIGA’s heritage with a fresh, dynamic visual style, building emotional equity alongside product credibility.
We repurposed and reframed existing footage, transforming underperforming content into high-impact assets.
The result: higher engagement and thousands of new followers.
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Strategic Content Buckets That Guide the Fan Journey
Strategic Content Buckets That Guide the Fan Journey
We built content with the full funnel in mind, from first scroll to diehard devotion.
Top of Funnel: Viral-ready reels, aesthetic "pingis porn," and hooks to grab attention (some peaking at 5M+ views).
Middle of Funnel: Skill tutorials, behind-the-scenes content, and personality-led stories that built deeper relationships.
Bottom of Funnel: Product features and a STIGA broadcast channel that gave fans a reason to stay and shop.
We built content with the full funnel in mind, from first scroll to diehard devotion.
Top of Funnel:
Viral-ready reels, aesthetic "pingis porn," and hooks to grab attention (some peaking at 5M+ views).Middle of Funnel:
Skill tutorials, behind-the-scenes content, and personality-led stories that built deeper relationships.Bottom of Funnel:
Product features and a STIGA broadcast channel that gave fans a reason to stay and shop.
With two high-quality productions per month, we kept momentum strong and fans engaged, proving that with the right system, online strangers can become brand believers.
With two high-quality productions per month, we kept momentum strong and fans engaged, proving that with the right system, online strangers can become brand believers.
THE RESULTS
Title Of Results
Title Of Results
Title Of Results
Title Of Results
Growhouse's strategic interventions led to significant improvements across STIGA's digital channels over an 8-month period (December 1, 2024 - June 30, 2025):
Growhouse's strategic interventions led to significant improvements across STIGA's digital channels over an 8-month period (December 1, 2024 - June 30, 2025):
Growhouse's strategic interventions led to significant improvements across STIGA's digital channels over an 8-month period (December 1, 2024 - June 30, 2025):
Total Views
Total Views
Total Views
28.1M
28.1M
28.1M
From 30K views per post
To 100K views per post
14,924,282
14,924,282
14,924,282
10,276,752
10,276,752
10,276,752
1,800,000
1,800,000
1,800,000
1,100,000
1,100,000
1,100,000
Total Followers
Total Followers
Total Followers
32K
32K
32K
From 30K views per post
To 100K views per post
11,407
11,407
11,407
15,018
15,018
15,018
4,805
4,805
4,805
1,200
1,200
1,200
Total Interactions
Total Interactions
Total Interactions
335K
335K
335K
From 30K views per post
To 100K views per post
85,239
85,239
85,239
204,138
204,138
204,138
32,000
32,000
32,000
13,200
13,200
13,200
Instagram's Standout Success
Instagram's Standout Success
Instagram's Standout Success
Instagram's Standout Success
A "wavy" launch featuring new personalities Stina and Filip alone brought 2,600 new followers to STIGA Table Tennis on Instagram, underscoring the effectiveness of personality-driven content.
A "wavy" launch featuring new personalities Stina and Filip alone brought 2,600 new followers to STIGA Table Tennis on Instagram, underscoring the effectiveness of personality-driven content.
A "wavy" launch featuring new personalities Stina and Filip alone brought 2,600 new followers to STIGA Table Tennis on Instagram, underscoring the effectiveness of personality-driven content.
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30.1 K
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THE TAKEAWAY
Behind The Work
Behind The Work
We called this a 6.5/10 performance — not because it underperformed, but because it proved there’s even more runway. The system is in place, the fans are growing, and the next phase is about scaling the wins.
We called this a 6.5/10 performance — not because it underperformed, but because it proved there’s even more runway. The system is in place, the fans are growing, and the next phase is about scaling the wins.
Want to turn your audience into diehard fans?
We can build your brand’s content engine too.
Want to turn your audience into diehard fans?
We can build your brand’s content engine too.
CONTACT US
Contact us: hello@growhouse.co
Visit us: Regeringsgatan 29, Stockholm
Send mail to: Kivra: 559232-9592, 106 31 Stockholm
Contact us:
hello@growhouse.co
Visit us:
Regeringsgatan 29, Stockholm
Send mail to: Kivra:
559232-9592, 106 31 Stockholm
© 2025 growhouse
growhouse.
