Guinness PRO14 Rugby

Events


Commercial digital marketing strategy and activation for Guinness PRO14 Rugby


Brief


WePlay were briefed by world leading Rugby Union competition, the Guinness PRO14 to devise a digital marketing strategy to support ticket sales for the 2018 PRO14 Grand Final in Dublin, Ireland.

Brief


WePlay were briefed by world leading Rugby Union competition, the Guinness PRO14 to devise a digital marketing strategy to support ticket sales for the 2018 PRO14 Grand Final in Dublin, Ireland.

Our Approach


Building on a successful year in rugby for WePlay, following campaigns with Bath Rugby and Northampton Saints, WePlay developed an integrated campaign across Social (Facebook and Instagram), Search and Display advertising to drive ticket awareness of the event, purchase consideration and ticket sales conversions.

Our Approach


Building on a successful year in rugby for WePlay, following campaigns with Bath Rugby and Northampton Saints, WePlay developed an integrated campaign across Social (Facebook and Instagram), Search and Display advertising to drive ticket awareness of the event, purchase consideration and ticket sales conversions.

Result


Our strategy surpassed expectations, delivering a 4m targeted reach among rugby, big eventer and family audiences and a 12:1 return on ad spend (ROAS). This helped to generate a new attendance record for the event, with 46,000 tickets sold.

Result


Our strategy surpassed expectations, delivering a 4m targeted reach among rugby, big eventer and family audiences and a 12:1 return on ad spend (ROAS). This helped to generate a new attendance record for the event, with 46,000 tickets sold.

Results Delivered


4000000
Relevant Targeted Reach
250000
Content engagements
46000
Tickets Sold
1200
PERCENT ROAS

"Within an extremely short timeframe, WePlay helped us enhance our digital marketing efforts and contributed in delivering a record Final attendance for us. Their performance-based approach was exactly what we are looking for and they exceeded every target we set."

CHRIS MOUNSEY, MARKETING MANAGER, PRO14 RUGBY

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