To implement a successful customer acquisition strategy, it is important to build a picture of the types of audiences and customers that our Partner is seeking to engage.
We always take a holistic approach to Growth Marketing, looking at audiences, data and consumer behaviours, to build a segmentation plan we can begin to act upon.
When it came to the UFC and their OTT platform, UFC Fight Pass, our approach to audience segmentation covered ingestion of data from the following sources:
site traffic for retargeting
lookalike profiles based on CRM data
people following the UFC page, who hadn’t converted
fans following fighters and rival MMA organisations
Our goal when reviewing the data, was to develop a network of fans who were displaying a higher propensity to convert at the point of purchase.
We analysed a variety of search data, from fighter names to event names and broader MMA terms. This allowed us to understand what users searched for online so media could be targeted more effectively with the right messages at the right time to the right person.
With these insights in hand, we implemented an effective customer acquisition strategy that would deliver paid subscriptions and reduce high levels of churn.
Using first-party data, our ‘connected audiences’ and a prospecting set of engaged combat sports fans, we activated global media campaigns that were both personalised and tailored to individual local markets.
Campaigns were optimised and developed through local language, which included markets such as Russia and Japan, whereby localised assets and creative were developed and deployed.
We also identified new strategic opportunities in countries with a large MMA fanbase and enough disposable income to afford the product, namely Mexico, Poland and Kazakhstan.
The NBA approached us with a brief for strategic growth consultancy work in key emerging markets including Mexico, Latin America (LATAM) and Brazil.
Our objective was to conduct a social media and paid media audit for each region, analyse current performance, benchmark existing data against key metrics and provide strategic recommendations for future growth.
The auditing strategy for paid and organic social followed five stages: data harvesting, segmentation, scoring, benchmarking and recommendations.
We measured Facebook, Instagram and Twitter performance for each region based on specific criteria such as:
SEO (YouTube only)
optimisation (YouTube only)
Regional scores were benchmarked against other NBA regions and sports, and we presented strategic growth recommendations for these emerging markets.
NBA LATAM’s YouTube organic social, for example, needed to be stronger. We aimed to take the channel to 80%-90% optimal, focusing on key attributes such as content distribution strategy, increased frequency of posting and format experimentation.
Our analysis also revealed a major over-reliance on in-season fixture periods to drive social performance.
We harvested previous-years data, split into pre-season, in-season, NBA play-offs/finals and off-season categories. We discovered the vast majority of reach, engagement and growth occurred during the season and play-offs. A compelling growth opportunity to explore out-of-season and pre-season content was identified to increase engagement rates and lift performance across the year.
NBA LATAM, for example, had only achieved a 4.8% market penetration on Facebook and Instagram. Data showed 77 million users were interested in basketball in LATAM, yet only 3.7 million follow the NBA LATAM social pages. Similar growth opportunities existed across Mexico and Brazil.
We supported European Tour with an end-to-end digital marketing service in order to drive ticket acquisitions, awareness, engagement and growth across marquee tournaments such as the BMW PGA Championships, the Irish Open, the Scottish Open, the Senior Open and the British Masters.
Our strategy for ticket acquisition is based on three phases; awareness, consideration and conversion, with each phase having key performance indicators to demonstrate measurable changes in fan behaviour through the purchase funnel.
As with all campaigns, our process begins by analysing client-owned data, which includes previous buyers on a CRM database, in this case, MyEuropeanTour. Personalised messaging is created for these buyers and new content is A/B tested for prospecting audiences. Those who had not purchased tickets before are divided into two broad categories:
Connected fans,who had visited the European Tour website or engaged with social content
Cold prospects, who are currently outside the Tour’s media ecosystem
Audience purchase intent is assessed via several methods and these are segregated accordingly and served bespoke tailored messaging. Paid social, paid search and contextual programmatic strategies were then activated to maximise our ability to reach the right audience, in the right environment, at the right time.
The partnership produced a significant commercial return for the European Tour, as well as record sales figures at several events including the Scottish Open and Irish Open.
We also doubled the size of the Tour’s MyEuropeanTour CRM database and reached over 25 million new golf fans through paid activation of organic content, raising awareness and engagement of the sport.
CPA year-on-year reduction
Year-on-year revenue growth
"We are constantly pushing boundaries in our content and commercial marketing efforts, and our work with WePlay is yet another element of our digital transformation. WePlay are doing a fantastic job in helping us to reach new audiences and grow our revenues through digital."