UFC Fight Pass

Broadcaster / VOD


OTT Subscriber Acquisition & Retention


Brief


UFC Fight Pass is the over-the-top (OTT) subscription platform of The Ultimate Fighting Championship (UFC).

WePlay acted as an extension of the internal UFC content marketing team in Las Vegas, developing and executing an integrated global digital marketing campaign with ambitious CPA targets, to drive new subscriber acquisitions and reduce user churn for the UFC Fight Pass platform.

Brief


UFC Fight Pass is the over-the-top (OTT) subscription platform of The Ultimate Fighting Championship (UFC).

WePlay acted as an extension of the internal UFC content marketing team in Las Vegas, developing and executing an integrated global digital marketing campaign with ambitious CPA targets, to drive new subscriber acquisitions and reduce user churn for the UFC Fight Pass platform.

Approach


WePlay devised a cross-channel acquisition strategy to successfully penetrate the subscription-video-on-demand (SVOD) market, with two specific objectives: 

  1. To drive paid subscriber acquisitions using first-party data, connected audience engagement, and the targeting of ‘equipped’ combat sports fans via globally activated campaigns tailored to each local market. 
  2. To reduce churn of paid subscribers through specific retention campaigns based on micro audience behaviours and in-platform consumption habits.

Approach


WePlay devised a cross-channel acquisition strategy to successfully penetrate the subscription-video-on-demand (SVOD) market, with two specific objectives: 

  1. To drive paid subscriber acquisitions using first-party data, connected audience engagement, and the targeting of ‘equipped’ combat sports fans via globally activated campaigns tailored to each local market. 
  2. To reduce churn of paid subscribers through specific retention campaigns based on micro audience behaviours and in-platform consumption habits.

Performance


  • 150% annual net subscription target achieved
  • 65% below CPA target
  • 12% decrease in net monthly churn during active months of paid retention strategy
  • 130 million impressions

Performance


  • 150% annual net subscription target achieved
  • 65% below CPA target
  • 12% decrease in net monthly churn during active months of paid retention strategy
  • 130 million impressions

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Want to talk to us about a project? Click the button below and let’s get the ball rolling.