Paid Social Campaigns
Paid social campaigns directed, shot, and/or edited for brands by Pete Donahoe.
Wilson Custom Football Paid Social Ad
For a recently launched custom football builder on wilson.com, I shot and edited this paid advertisement to show off Wilson’s custom capabilities in the factory itself.
While creating this ad, my goal was to inform consumers (football players and family of players) of Wilson’s customization offerings on game footballs, while instantly establishing branding (who the message was coming from), and ultimately converting purchases. The video was used across mid and lower funnel tactics and was the highest performing avid football ad of the year for Wilson, bringing in 81K in revenue and counting.
This ad was also created in 4x5 and 16x9 formats.
Client
Wilson Sporting Goods
Year
08/2024
Platforms
Instagram (Paid)
Facebook (Paid)
YouTube (Paid)
Performance
Impressions: 1.5 Million
ThruPlays: 204,201
Engagements: 59,074
Meta Attributed Revenue: $81,170
ROAS: 9.52
Drove 178 Instagram Followers
Paddletek Bantam GTO-C Paddle Launch
I shot and edited these paid social advertisements for the launch of Paddletek’s new paddle, the Bantam GTO-C.
The first ad is a teaser intended to build hype and anticipation. This was posted organically and with paid driving to the instagram profile with the goal of growing follower count. The second ad is the full launch video that was posted organically and with paid driving directly to the product page on the website with the goal of conversion.
Client
Paddletek Pickleball
Year
06/2025
Platforms
Instagram (Paid)
Facebook (Paid)
YouTube (Paid)
Performance
Ongoing
Paddletek x Trae Young Signature Pickleball Paddle
I directed, shot and edited this social post for the launch of Trae Young’s signature paddle with Paddletek. Final assets included an organic mixed media collab post between Trae Young and Paddletek and a paid social asset.
I followed up the launch by designing a giveaway post that was posted in collaboration with Trae Young to drive followers.
Client
Paddletek Pickleball & Trae Young
Year
03/2025
Platforms
Instagram (Organic & Paid)
Facebook (Organic & Paid)
YouTube (Paid)
Performance
1.2M Organic Views
26.3K Interactions
1.8K Profile Visits & 325 Link Taps
564 Follows
Wilson Speedskin Football Launch
I shot and edited these paid social advertisements for the launch of Wilson’s new line of flag footballs, including Wilson’s first ever women’s official sized football.
The first ad is intended to specifically speak to the launch of the new women’s football, the GST Heir, targeting only women’s flag football players and their family/friends. Meanwhile, the second ad is more broad, speaking to the launch of the entire Speedskin line, targeting all avid flag football players and their families/friends.
While creating these ads, my goal was to inform and excite consumers (flag football players and family of players) over Wilson’s new line of footballs, the Wilson Speedskin, while instantly establishing branding (who the message was coming from), and ultimately converting purchases.
The main concept behind the product and campaign was speed of play. I therefore shot these with a high shutter speed and used fast paced cuts along with well placed sound design to create energetic pieces that made the play feel intense and fast, so the consumer would subconsciously associate the new line of footballs with energy, excitement, and ultimately speed.
Client
Wilson Sporting Goods
Year
11/2024
Platforms
Instagram (Paid)
Facebook (Paid)
YouTube (Paid)
Performance
Unknown
ProXR ProtoHype Promotion
I directed, shot and edited these videos for ProXR Pickleball as they launched a new pickleball paddle, the ProtoHype. ProXR Athlete, Jack Munro, used this paddle at the US Open Championships, and I used this moment and leveraged Jack to educate the ProXR audience on the benefits of the paddle. Follow up content also showed him actually winning the whole tournament with the paddle, confirming his statement that it “is the best paddle on the market.”
The first ad would have been a great candidate for paid social, but this was released as a limited batch and sold out organically.
Client
ProXR Pickleball
Role
Videographer, Editor
Year
04/2025
Platforms
Performance
46K Organic Views
Introducing Paddletek Reserve
Limited batch innovation. Paddletek Reserve.
To introduce Paddletek’s new line, The Reserve, which is a limited edition paddle line in which new technology is first released and tested, I created directed the following campaign, drawing comparisons to the whiskey industry. This was not only visually appealing, but it clearly told the limited edition story in a way in which consumers are familiar.
The first video is a teaser and the second a full launch video, followed by photography and graphic design created under my direction.
Client
Paddletek
Year
01/2026
Role
Director, Photographer
Goal/Purpose
Educate & Convert - inform consumers of new product launch, generate excitement and ultimately sales
Performance
1.2 Million Views
Teaser Video Paid: 3K Leads
Sold out of product in one month
Veterans Day Paddle Launch
I directed, shot and edited this social post for the launch of a camo paddle color way, designed in collaboration with Jonny Pickleball, a US Army Veteran and professional pickleball player. This was launched on Veterans Day. Instead of just pushing sales of a camo paddle, I told the story of “why.” Why Paddletek? Why camo? Why veterans day? I did this by telling Jonny Pickleball’s story and how it influenced the design.
Client
Paddletek Pickleball
Role
Director, Videographer, Editor
Year
03/2025
Performance
47K Views
1K Interactions
382 Follows
Summer Solstice: The Longest Day Of Play
For the Summer Solstice, I concepted and produced a campaign around influencer and multi-sport athlete, Gabriela Gonzalez, as she attempted to play as many sports as possible with Wilson equipment and sportswear on the longest day of the year. I creative directed and was the lone videographer and photographer on this full day shoot. This reel was posted on the @wilson instagram the very next evening, with photo selects posted on stories throughout the day to help build anticipation for the full piece.
This was used organically, but it is a great example of a piece of content that would work superbly well as a brand awareness paid social advertisement - one that doesn’t intend to sell any specific products but demonstrates the scope of the brand to consumers who may not know of the brand or the full scope of the brand. Consumers who engage with the advertisement can later me retargeted in conversion campaigns.
Client
Wilson Sporting Goods
Year
06/2023
Platforms
Instagram (Organic)
Goal/Purpose
Brand Awareness - demonstrate the scope of the brand to potential and former customers
Performance
25.3K organic views
Wilson Volleyball Holiday Paid Social Promotion
For a holiday promotion of 20% on Wilson’s top selling OPTX Beach Volleyball, I created this advertisement for paid social, repurposing highlight footage I received from another videographer earlier in the year.
While creating this ad as a marketer and creative, my goal was to communicate the message clearly (20% off and free customization), while instantly establishing branding (who the message was coming from), all while attempting to keep attention and present as organic content that our audience wanted to see. The advertisment was one of Wilson’s top performing campaigns of the year with a ROAS of 30.47.
Client
Wilson Sporting Goods
Year
11/2022
Platforms
Instagram (Paid)
Facebook (Paid)
Performance
ROAS: 30.47 (Benchmark for comparison: 8.72)
