05 Jun 2017

Rugby Football League – Digital Media Campaign

New_RFL_logo

Engaging 1.4m people and driving tickets for the Rugby League season opener


RFL Casestudy Mock

Overview

The national governing body for Rugby League appointed WePlay to drive video views and ticket sales for the promotion of the 2017 BetFred Super League season opener.


Client: The Rugby Football League

Delivered:

Digital Media Strategy

Paid Social Media

Programmatic Display & Retargeting

Dashboard Performance Updates

Website Pixel Tracking

Objectives

  • To raise awareness of the Rugby Football League BetFred Super League season launch

  • Maximise views and engagement on the core launch video content – Johnny Vegas Rant

  • Drive interest for tickets for the opening weekend fixtures

  • Increase Sky Sports TV audience for the opening weekend fixtures

Approach

Having confirmed Johnny Vegas as the feature for the season launch video, WePlay were engaged to take this piece of content to the mass market.

This campaign was split into two phases; driving awareness of the season launch and converting that awareness into ticket sales.

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.  

A digital media strategy was developed to incorporate each of the target demographics, key interests and categories to buy against. We created an accurate RFL site list of the top 500 websites that RFL fans would visit on a monthly basis to ensure an efficiency of spend, leaving no wastage by going after irrelevant networks of audiences.

The targeted media campaign delivered, successfully reaching the core RFL fans, as well as wider casual fans and big eventers with 1.4m video views and a top trend on Twitter for the RFL BetFred Super League 2017 season opener.

Wins!


3m
Targeted Reach
1m
Video Views
#1
Trending Topic on Twitter

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