Premier Sports & William Hill Scottish Cup

Broadcaster / OTT


WePlay and Premier Sports collaborate to generate subscriptions through the 2019 William Hill Scottish Cup


Scottish Cup - Celtic

Brief


After a number of successful OTT campaigns, WePlay were appointed by Premier Sports, the home of Guinness PRO14 Rugby, to develop an integrated creative and digital customer acquisition campaign. Having already worked on campaigns with Premier Sports, the objective of this campaign was to drive the maximum number of paying subscribers to the Premier Sports network within four rounds of the 2019 William Hill Scottish Cup; 4th round, 5th round, quarter-finals and semi-finals.

Scottish Cup - Celtic

Brief


After a number of successful OTT campaigns, WePlay were appointed by Premier Sports, the home of Guinness PRO14 Rugby, to develop an integrated creative and digital customer acquisition campaign. Having already worked on campaigns with Premier Sports, the objective of this campaign was to drive the maximum number of paying subscribers to the Premier Sports network within four rounds of the 2019 William Hill Scottish Cup; 4th round, 5th round, quarter-finals and semi-finals.

Our approach


For every round of the Scottish Cup, Premier Sports broadcasted two games (both including Celtic & Rangers). Celtic and Rangers are the two biggest clubs in Scottish football and, furthermore, have the biggest followings. Fixtures were analysed with targeting heavily focused on away teams, as there will be more fans watching the game at home. With a pixel placed on the Scottish FA website, we were able to target visitors successfully. With the majority of Scottish Cup games taking place on a weekend, our campaigns were run from Friday evening to Sunday morning, where there are higher points of traffic.

Our approach


For every round of the Scottish Cup, Premier Sports broadcasted two games (both including Celtic & Rangers). Celtic and Rangers are the two biggest clubs in Scottish football and, furthermore, have the biggest followings. Fixtures were analysed with targeting heavily focused on away teams, as there will be more fans watching the game at home. With a pixel placed on the Scottish FA website, we were able to target visitors successfully. With the majority of Scottish Cup games taking place on a weekend, our campaigns were run from Friday evening to Sunday morning, where there are higher points of traffic.

Results


WePlay achieved outstanding success working on the William Hill Scottish Cup campaign with Premier Sports, with a conversion rate of a whopping 20%, a return on ad spend of 1800% and achieving a CPA 55% below target.

Results


WePlay achieved outstanding success working on the William Hill Scottish Cup campaign with Premier Sports, with a conversion rate of a whopping 20%, a return on ad spend of 1800% and achieving a CPA 55% below target.

Results Delivered


20
Percent Conversion Rate
55
Percent Below CPA Target
1800
Percent Return on Ad Spend
2832748
Impressions

"WePlay and Facebook have allowed us the platform to reach and engage with new Scottish Cup fans across the UK and promote the great Scottish football content on Premier Sports. Many of these fans are now current customers enjoying more football content on Premier Sports than ever before on TV and via the Premier Player."

- RICHARD WEBB, CHIEF OPERATING OFFICER, PREMIER SPORTS

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