Sported

Brands


WePlay develop “LEAP IN” campaign with Sported, to drive attendance at community clubs across the UK


Performance Delivered


3000000
Reach
2500000
Video Views
22
Community Clubs Supported

Brief


Leading sport-for-development charity, Sported, appointed WePlay to conceive and execute a pilot marketing campaign in order to demonstrate how the power of social media can help community clubs to grow attendances across the country.

Brief


Leading sport-for-development charity, Sported, appointed WePlay to conceive and execute a pilot marketing campaign in order to demonstrate how the power of social media can help community clubs to grow attendances across the country.

Approach


Briefed to engage 16-25 year olds in lower socio-economic areas of the UK, WePlay analysed target audience consumption habits to develop the creative strategy. The video drew upon inspiration from music videos and gaming graphics, and the lyrics were crafted to confront the most commonly reported barriers to physical activity participation experienced by this audience.

Activated across multiple platforms, the hero campaign sought to reach sedentary young adults in participating regions of the UK, while bespoke creative and granular postcode targeting was used to drive registrations to individual club initiatives.

Approach


Briefed to engage 16-25-year-olds in lower socio-economic areas of the UK, WePlay analysed target audience consumption habits to develop the creative strategy. The video drew upon inspiration from music videos and gaming graphics, and the lyrics were crafted to confront the most commonly reported barriers to physical activity participation experienced by this audience.

Activated across multiple platforms, the hero campaign sought to reach sedentary young adults in participating regions of the UK, while bespoke creative and granular postcode targeting was used to drive registrations to individual club initiatives.

Final Score


Our campaigns reached over 2.4M of 16-25 year olds across the UK. The campaign hero video successfully captured the attention of a notoriously hard to engage audience demographic, achieving cost-per-thru-plays (15s) on social, and cost-per-views (30s) on YouTube exceeding WePlay target benchmarks.

Over 750 event responses were driven as a result of the club-specific activations.

Final Score


Our campaigns reached over 2.4M of 16-25 year olds across the UK. The campaign hero video successfully captured the attention of a notoriously hard to engage audience demographic, achieving cost-per-thru-plays (15s) on social, and cost-per-views (30s) on YouTube exceeding WePlay target benchmarks.

Over 750 event responses were driven as a result of the club-specific activations.

"Having WePlay as a partner has been invaluable to the process of curating the right message/creative and targeting the correct audience.”

— NICOLA WALKER, CEO, SPORTED

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