Our goal with OneTee was to build a social presence rooted in the people behind the app rather than golf content in general. Instead of leading with the product, we centred the strategy on Sam and Wieger's story, the frustration that sparked the idea, and their mission to make golf more accessible and social.

By keeping the founders and everyday golf problems at the centre, we turned what could have been a straightforward app explainer into content people could recognise themselves in. This gave OneTee a distinct, personal voice from its very first video and set the tone for a feed built around relatable moments rather than product features.