With pandemic restrictions preventing supporters from attending matches, AC Milan needed to find new ways to grow.
Our solution was a best-in-class D2C strategy to convert interest into action and build loyal audiences.
We unearthed insights revealing the club enjoyed a 170% increase in return on ad spend (ROAS) for social followers compared to general audiences. Social followers also spent twice as much online at the AC Milan store.
We also discovered purchase likelihood was increased by fan engagement. Those who downloaded the AC Milan app, for example, showed a 2.5x higher conversion rate than social followers.
Our commercial growth efforts aimed to convert new audiences into social followers, and social followers into loyal fans:
Ticketing strategy to bring fans back to the San Siro, using CRM, first-party data, search and social engagement, and creative visuals with strong CTAs
Merchandising with full-funnel audiences to drive engagement, traffic and sales through the online store via paid social campaigns on Facebook, Instagram and TikTok
Social growth efforts on the club’s Facebook, Instagram and TikTok channels to increase the size of commercially valuable engager segments
Amplifying club content – MilanTV on Amazon and the Racconti Rossoneri podcast – utilising paid media to drive traffic to official landing pages.
With a full-service approach that combines strategy, creative and paid media to deliver success, we are proud to have been able to drive scaled growth for the club, attracting more fans to the glorious San Siro, increasing average revenue per user and growing the overall AC Milan fanbase.
Ticketing – Return on ad spend
Retail and official merchandise
Global audience increase
Our relationship with WePlay has helped us to welcome new fans into the AC Milan community, which is an important part of our ambitious plans to drive revenue for the club
CASPER STYLSVIG , CHIEF REVENUE OFFICER , AC MILAN
We analysed Utah Jazz’s digital data points across social, web and CRM to collate audience learnings, and identify crossovers, gaps and opportunities. This helped us understand:
Deterministic data – purchase behaviour, subscription history, log-in/survey data
Third-party data – browsing behaviour, search patterns, content consumption
Demographic data – age and gender, location, profession/education
We know that engaged fans drive increased response so we defined the pathway to purchase and identified high-value audiences – including local, national and global fans.
Social growth focuses primarily on Facebook and TikTok. We run a ‘glocal’ campaign strategy to engage non-English speaking markets, using translated copy and localised assets.
To boost ticket sales, we target rich data segments with paid social and search campaigns to drive ‘fear of missing out’ by showcasing epic scenes fans can only experience in-person. This involves eye-popping creative in various ad formats, with conversion through response-optimised creative assets.
To boost merchandise sales, data-led planning and use of best-in-class biddable tech platforms optimises and serves ads in real-time to key audiences.
Paid media drives awareness and enquiries of summer camps, with data-led content and messaging that spans the full conversion funnel.
Working alongside the Utah Jazz as a strategic growth partner, WePlay has driven success across all of our core workstreams. This includes a substantial increase in social followers, achieving our season’s target in just two months, a marked uplift in ticket sales and new revenue streams for merchandising on the official Utah Jazz team store.
We unearthed insights that helped inform, fine-tune and maximise the effectiveness of PSG’s digital campaigns.
Due to the disruption of the pandemic in the 2019/20 and 2020/21 seasons it became clear that commercial revenue would be the most important source of income for top-tier European clubs such as PSG.
Our insights show that clubs need to innovate commercial revenue streams so growth can continue; particularly by investing in sponsorship activation, online retail, SVOD, membership and monetisation.
At the awareness stage, we sought to grow audiences via Facebook page likes, content boosting, and social engagement.
We adopted a variety of tactics, including data-led geo-targeting to PSG’s connected fanbase, elevating brand identity among tourists and leveraging international superstar players from the first team in media targeting.
We focused on lead generation activities and app downloads to drive audiences through the funnel. We created custom audiences of engagers to retarget and drive to the app; this was key given a 2.5x higher conversion rate from app users vs. social engagers, plus a 1.7x higher ROAS from app users vs. social engagers.
Paid media campaigns – including users directed to the MyParis subscription page offering PSG Store discounts – converted interest into action and boosted revenue.
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."
Our partnership commenced with an objective to increase attendance at the Müller Anniversary Games and to ensure spend efficiencies across an allocated media budget. WePlay blended art (creative) and science (consultancy) to execute a blueprint to reach, engage and convert relevant audiences.
Utilising a targeted, reactive prospecting campaign, we ran a data-driven approach to build comprehensive custom audiences for each stage of the user journey (awareness, consideration and conversion).
Following the games and into the lead up to Tokyo Olympics, we conducted a diligent scoping and analysis phase across the athletics and sporting creative landscape. This was followed by the development of a brand refresh for British Athletics, with a new overarching season key visual that was adapted across their portfolio of events. This new creative highlighted British Athletics’ culture and range of disciplines, as well as visually referencing the 2020 Tokyo Olympics.
Our campaigns used the power of digital marketing to reach new, online audiences and drive incremental audience growth year-on-year to the Müller Anniversary Games.
With a strong creative rebrand, the campaign artwork was used in digital assets as well as being developed for websites, stadium screens, programme covers and live event elements to bring creative all the way through the user journey, achieving outstanding results: