06 Nov 2017

Northampton Saints Rugby

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Delivering a 6x ROMI on ticket sales for Premiership Rugby Club, Northampton Saints


SaintsMockProg

Overview

WePlay were appointed by Northampton Saints to deliver a performance driven, paid media campaign.

Objectives

To develop and execute a campaign that would drive ticket sales to Northampton Saints matches. Campaign performance was measured against current conversion rates.

Approach

As with each of our projects, before commencing the execution, WePlay carried out a detailed analysis of the audience to deduce key audience insights and fuel our targeting strategy.

Our strategy focused on capturing Saints fans and Northampton locals within a reasonable travelling distance of the stadium, Franklin’s Gardens.

To ensure the efficiency of the media budget, custom audiences and look-a-like models were created by utilising available 1st party data.

A formula of paid social, programmatic display, retargeting and paid search was used to reach, engage and convert the target audience into sales, generating a 6x ROMI in the process.

Wins!


1m
Targeted impressions
20%
New fans to the database
6x
Return on investment

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