Guinness PRO14 Rugby

Leagues, Live 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.

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.

Approach

Final Score

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.

Final Score

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