How has Critikal helped ASICS Handball rebuild its Instagram channel with a smart social media marketing strategy.

In 2025, being active on social media is a must for all brands that want to invest in their digital presence.

The real challenge is staying relevant and consistently engaging with your core audience, and that's where a smart social media marketing strategy can make the difference.

ASICS Handball partnered with Critikal to transform their Instagram channel from product-focused to fan-first.

The goal wasn't just more followers or more posts but to build a social media marketing strategy that made the channel matter to handball enthusiasts all year round.

Here's the story of how we did it and how the Critikal digital strategy framework, combined with fractional marketing support, helped make it happen.

The challenge: from product push to community platform

ASICS wanted to turn their @asicshandball account into a channel handball fans care about, not just during campaign peaks but all year long.

But there were roadblocks:

• The content was mostly product-focused, lacking an emotional or cultural connection to the sport.

• 90% of impressions came from non-priority markets, missing key audiences.

The opportunity was clear: shift the focus from "what we sell" to "why we belong in this space." Enter Critikal.

Applying the Critikal Strategy Framework

At Critikal, we approach every digital challenge through a four-step process:

1. Audit

2. Objectives

3. Strategy, Tactics and Actions

4. KPI Framework

Let's break down how this guided our work with ASICS Handball.

1. Audit: Getting the Full Picture

Before working on solutions, we took a close look at how the channel was performing:

• Content leaned too heavily on product promotion;

• The audience was global, but ASICS needed traction in specific key markets;

• Engagement was low compared to platform benchmarks.

This step helped us validate our direction with data and uncover high-impact opportunities. For example, 58% of handball fans use Instagram more than once a day, and 40% follow athletes or teams, a huge untapped potential.

2. Objectives: reconnect with the core audience

Together with ASICS, we aligned on clear goals:

• Increase reach within priority markets;

• Grow engagement with the handball community;

• Build brand credibility as a "handball-first" voice.

This alignment helped prioritise actions and ensured all efforts supported business outcomes.

3. Strategy, Tactics and Actions: making it happen

Armed with insights and objectives, we built a detailed social media marketing strategy around four key pillars:

a. Content reset: Athlete-first, always.

We ramped up the frequency but, more importantly, shifted the tone. By co-creating with athletes, we gave the community content that felt real, relatable, and handball first.

b. Seasonal timing: be there when it matters.

We activated content around key handball moments throughout the calendar. That consistency helped ASICS stay relevant and top-of-mind.

c. Community management: reactive and proactive

We didn't just thick boxes; we engaged. Our social media manager actively participated in the conversation, boosting the brand's presence and credibility.

d. Paid boosting: reach the right people

We launched a geo-targeted boost campaign with a clear objective: shift the reach back to Europe. Every euro spent had a purpose.

4. KPI Framework: measure, learn, optimise

We tracked success through a focused set of metrics:

• Follower growth;

• Content reach by geography;

• Engagement rate (likes, comments, shares);

• Share of content featuring athletes.

That allowed for fast iteration and data-led decision-making throughout the campaign.

The results: real growth, real community

By the end of the first 2025 quarter, we saw:

• +13% Instagram follower growth;

• +70% increase in reach (90% of which coming from key countries);

• +35% increase in engagement.

More than the numbers, the brand presence felt different: more connected, more human, and more relevant to its audience.

Why fractional support made it possible

This project didn't work because of endless meetings or big agency overhead. It worked because our team plugged directly into ASICS' workflow: fast, lean, and focused.

With Critikal's fractional model, the brand had access to:

• Senior expertise on demand;

• Dedicated executional support without needing full-time hires;

• A seamless extension of their internal team/

We sat in their systems, worked their hours, attended team meetings, helped shape their content briefs and delivered as if we were in-house. That's the benefit of fractional: real support, without the bloat.

Final thoughts: a strategy that serves the brand and delights the community

A successful social media marketing strategy doesn't start with content. It starts with clarity on your audience, your goals, and how you plan to connect the two.

What we did with ASICS Handball wasn't magic; it was method. And with the right framework and team (fractionally integrated), we turned a struggling channel into a strong digital asset.

If your brand is ready to take social to the next level, let's talk.

Are you looking to build a social media marketing strategy that works?

Reach out here or message us on LinkedIn; we will be delighted to help you.