WePlay’s subscriber acquisition campaign for the 2019 William Hill Scottish Cup with UK sports broadcaster Premier Sports has been featured as a Success Story by Instagram due to the excellent results achieved.
Premier Sports offers sports fans a plethora of live and on-demand sports content, including Guinness PRO14 Rugby, Serie A, LaLiga, Eredivisie, MLS, NHL, and Nascar. The appointment of WePlay, a multi-award winning performance-driven sports marketing agency, followed a successful marketing campaign between WePlay and Guinness PRO14 Rugby – a Premier Sports partner – where WePlay led the digital marketing strategy and contributed in delivering a record Grand Final attendance.
WePlay was tasked with developing an integrated creative and digital customer acquisition campaign for the 2019 William Hill Scottish Cup. The objective of this campaign was to drive the maximum number of paying subscribers to the Premier Sports network within four rounds of the tournament; 4th round, 5th round, quarter-finals and semi-finals.
For every round of the Scottish Cup, Premier Sports broadcasted two games. Fixtures were analysed with targeting heavily focused on away fans, as these would be more likely to be watching the game at home, rather than attending live.
The campaign was an outstanding success, with a conversion rate of 20% and a return on ad spend of 1800%. The campaign allowed Premier Sports to reach and engage new fans across the UK and increase its customer base significantly.
View our Success Story featured by Instagram by clicking here.