UFC Arabia

Broadcaster / OTT


Driving App Downloads and Paid Subscriptions to UFC Arabia OTT Service


Performance Delivered


280000000
Impressions
139000
App Installs
13000
Paid Subscriptions
33
Percent Below CPA Target

Brief


UFC Arabia is a new OTT service for the Middle East and Northern African market that serves live and archived content from the Ultimate Fighting Championship. WePlay were appointed to develop and execute the customer acquisition strategy.

Brief


UFC Arabia is a new OTT service for the Middle East and Northern African market that serves live and archived content from the Ultimate Fighting Championship. WePlay were appointed to develop and execute the customer acquisition strategy.

Our approach


The strategy was formed upon learnings from previous streaming product campaigns that we have led, which laid the foundations of an acquisition strategy to target 14 key markets that WePlay would be operating in.

The strategy had two specific objectives. 1) To drive awareness leading to the trial of the product and 2) to turn a trial into a paid subscription. With ambitious targets, it was essential to start strong, and deliver significant reach among the new audiences with compelling content. This would form part of the re-marketing strategy that would fuel the conversion element.

Our approach


The strategy was formed upon learnings from previous streaming product campaigns that we have led, which laid the foundations of an acquisition strategy to target 14 key markets that WePlay would be operating in.

The strategy had two specific objectives. 1) To drive awareness leading to the trial of the product and 2) to turn a trial into a paid subscription. With ambitious targets, it was essential to start strong, and deliver significant reach among the new audiences with compelling content. This would form part of the re-marketing strategy that would fuel the conversion element.

Final Score


WePlay served over 280 million impressions to audiences from the target markets via a combination of paid social, search and programmatic display. This resulted in 139,000 people directly registering to sign up to the service in the first two months – 297% higher than the 35,000 install target. This was also achieved with a CPA that was 33% below the target.

Of the 139,000 people that downloaded the UFC Arabia app in this time period, an estimated 9% signed up as paid subscribers.

Final Score


WePlay served over 280 million impressions to audiences from the target markets via a combination of paid social, search and programmatic display. This resulted in 139,000 people directly registering to sign up to the service in the first two months – 297% higher than the 35,000 install target. This was also achieved with a CPA that was 33% below the target.

Of the 139,000 people that downloaded the UFC Arabia app in this time period, an estimated 9% signed up as paid subscribers.

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