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.
WePlay is a Growth Marketing Partner for the global leader in sports and entertainment, ESPN. Our main remit is the ESPN Player, where our brief is to drive subscription sales for the SVOD product.
This remit covers four areas:
Our campaigns promote the full catalogue of ESPN Player’s content, to grow revenues and generate year-on-year subscriber growth, aligned with monthly targets determined by the live rights and on-demand content release schedule.
As ESPN Player broadcasts a variety of live sports, audiences tend to behave in a seasonal pattern. Many fans subscribe before their preferred sports season begins – but unsubscribe once it ends.
This is a consistent trend across the subscriptions, live rights and OTT landscape, given that major sports leagues have a fixed start and end date. That means there is a short window when the platform is most valuable for specific fans.
Our search and programmatic campaigns therefore need to be highly targeted to each sports season and fan depending on the time of year.
To solve this, we employed advanced planning and strategy development, alongside our own proprietary data, to create the perfect platform for campaign expansion and growth for ESPN Player.
We used a data-led approach to pivot and plan campaigns based on current sports seasons, promoting content that would actively drive engagement for our target audience. This strategy ensured that ESPN Player would capitalise on relevance and demonstrate immediate value to prospects.
Our Creative Studio developed customised assets for each sports season, which helped ensure campaigns were optimised. The work included assets for individual high-profile games, which were promoted alongside key search terms immediately before the events took place.
During periods without premium live rights, we implemented a strategy to promote the depth of archive content on the platform – attracting new subscribers and mitigating churn.
Our strategy has enabled us to deploy learnings throughout the partnership, which has led to incredibly successful performance, including significant reductions to the CPA for a new subscriber as well an increase in year-on-year subscribers.