06 Sep 2017

Rugby Football League – 2017 Challenge Cup Final

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Delivering over 20x ROMI for the 2017 Rugby League, Ladbrokes Challenge Cup Final


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Overview

After successfully working together on the opening of the 2017 Betfred Super League Season and Dacia Magic Weekend, the RFL continued their relationship with WePlay to drive ticket sales for the 2017 Ladbrokes Challenge Cup Final.

Objectives

To reach new audiences and drive ticket sales to the Ladbrokes Challenge Cup Final which was being hosted at Wembley

Approach

The Ladbrokes Challenge Cup is Rugby League’s big day out in London and the opportunity for the north to take over Wembley for the day.

After analysing previous sales and purchaser data provided by the RFL, WePlay devised a thorough campaign plan to maximise the impact of highly targeted digital media spend.

Custom audiences were created using the database, enabling us to identify and retarget, highly engaged users within the Rugby League community.

With tracking pixels placed at every stage of the journey, for both programmatic (automated ‘ai’ based media buying) and for paid social media across Facebook, Instagram and Twitter, we were able to track the full customer journey.  

The campaign was executed with spending and targeting optimised around strategic moments within the campaign, resulting in an average ROMI of over 20x across all platforms.

Wins!


8m
Impressions
+60k
Clicks to Ticketing Page
23x
ROMI
6%
Conversion Rate

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