Dunlop Sport, established in 1910, is one of the UK’s most iconic British racquet sport apparel brands. It is the Official Ball of the ATP Tour, whose events include the Intesa Sanpaolo Next Gen ATP Finals, the annual year-end men’s ATP exhibition tennis finals for the best eight 21-and-under players of the ATP season, in addition to the Nitto ATP Finals, a round-robin format featuring the best eight ATP players from the season.
As the lead digital comms agency for the brand activation, WePlay managed on digital and influencer strategies alongside creative and content supported by an onsite activation, as well as planning, operations and logistics to deliver a digital fan wall on the Dunlop Sports stand at both back-to-back ATP Finals events in Italy.
Working closely with Dunlop’s Italian team, we delivered a two-week onsite digital brand activation. Our objectives included creating and managing daily content for Dunlop’s digital fan wall on their stands, engaging with tennis fans and consumers through social media, growing Dunlop’s social media channels and creating and sharing daily content through partnerships with leading Italian influencers.
On the Dunlop stand at each event, we managed a Digital Fan Wall, publishing social media and branded content using our own trackable ‘#DunlopOnTour’.
Across both events we hosted eight of Italy’s most popular tennis influencers, providing them with tickets to matches and VIP hospitality so that they could share Dunlop branded content across their social media audiences, featuring our hashtag.
Our influencer activation included delivering an off-site coaching clinic at Milan’s top private member’s tennis club, led by a Dunlop brand ambassador and current professional ATP tour player.
Throughout both ATP finals, we took charge of the community management for Dunlop Sports’ social media channels, creating reels, photos and other short-form content on the ground to capture the amazing atmosphere at both events.
Our branded video content was boosted online through a targeted paid social media campaign through the duration of both events, increasing audience reach and enabling channel growth and fan engagement.
When one of the world’s leading derivatives exchanges, Bitget, signed one of the best footballers in history as a brand ambassador, WePlay were appointed as the lead creative agency for the activation.
Bitget is working in partnership with Messi to introduce more people to the possibilities of web3 and social trading through its #MakeItCount campaign, with the aim of giving users across the globe access to a free and fair crypto trading experience.
With just eight weeks to execute ahead of the FIFA World Cup, WePlay moved at light speed to develop a creative execution that represents the standards of the GOAT, Messi.
The process commenced with an extensive consultancy phase with both, Bitget and Lionel Messi’s team, to conceptualise a narrative that reflected the worlds of both Crypto trading, and elite-level football to deliver the hero brand video.
As part of the consultancy, WePlay undertook a series of strategic workshops to uncover a set of insights that would help us to define our creative direction.
Using these insights we developed a range of low to high-fidelity storyboards whilst sculpting the script to complement the tonality of the video.
WePlay then defined the visual aesthetics for the video which were based upon high impact, quick transitions, stylised lighting and bold typography, stripping back any background noise and placing Messi as the focal point of the campaign.
The shoot was meticulously planned, with every minute accounted for. The shoot encompassed a wide array of production executions, including two photography shoots, behind-the-scenes footage, short form stills and video, and signed merchandise.
These key elements were enhanced through the post-production phase where bespoke music, sound design, grading, and rota-scoping were all used to deliver a world-class final product.
WePlay worked very closely with Messi and his team, to deliver a range of additional content to be used throughout the follow-on campaign.
We started our journey with FIFA in 2019, executing an ambitious YouTube strategy.
We expanded our relationship in 2020, and with the impact of the pandemic, alongside FIFA we conceived what would become the multi-award-winning #WorldCupAtHome campaign. This campaign would go on to become one of YouTube’s top 3 most successful campaigns of 2020 and achieve several industry awards.
In 2021, our relationship with FIFA expanded again, as we became their partner for all Digital Platform Services. This included:
Developing the content strategy for FIFA’s digital channels
Growing the size of the global audience and engagement
Driving commercial opportunities through direct and indirect revenue streams
Supporting media rights licensees (MRLs) with content and consultancy
Managing the relationship between FIFA and the platform partners (Facebook and YouTube)
Providing regular business intelligence and reports on content and channel performance.
The partnership with FIFA and our innovative approach proved to be a resounding success.
FIFA’s digital channels achieved record-breaking results in reach, video views, watch-time and audience growth in 2021. We manage to surpass every record for performance in a non-World Cup year and our 2021 performance was the second-highest ever, behind only that of the 2018 World Cup.
new fans on Instagram, Facebook and YouTube
global reach in 2021
video views – a new record for FIFA
Working with WePlay has been fantastic, they have integrated into the digital content team at FIFA as real partners.
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.
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
"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."
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.
Yokohama Tyres is a global tyre manufacturing company based in Tokyo, Japan. Ahead of the 2015/16 Premier League season, Yokohama announced a £200m, five-year partnership with Chelsea FC, making it one of the most lucrative shirt sponsorships ever signed.
This partnership gave Yokohama a compelling opportunity to showcase its brand to a global audience, thanks to Chelsea FC’s ever-growing popularity.
We were appointed lead digital and social media agency to activate the partnership, creating outstanding social campaigns to amplify the brand to new audiences.
Our work with Yokohama Tyres is a seven-year story of client services and best-in-class content marketing that mirrors Chelsea’s on-field success.
When first partnering with Yokohama Tyres, we identified key target audiences to produce an engagement-led, social-first content strategy. This was the key to driving significant growth in global brand and product awareness.
Our objective was to engage, excite and delight audiences around the world, telling the brand’s story through the lens of football. The strategy involved owned and paid channels, and was activated across Facebook, Instagram and Twitter.
Content was designed to reach a global audience of fans. With an ‘always-on’ approach, we developed digital and social campaigns around Chelsea fixtures, player birthdays, seasons and cultural celebrations. We also rewarded fans’ participation with free tickets and merchandise.
Our seven-year relationship with Yokohama Tyres has delivered some remarkable results for the brand.
As of January 2022, Yokohama Tyres has a following of more than 740,000 engaged fans on social media, with a reach of more than 400 million people globally.
We’re proud to say WePlay has helped the brand surpass many rivals in the tyre industry as the second-most followed company in the category.
engaged fans on Yokohama’s social channels
most followed tyre brand in its category
"WePlay have provided Yokohama Tyres with digital marketing expertise since 2015. Our relationship with the agency has helped activate the shirt sponsorship with Chelsea Football Club and increase the brand awareness of Yokohama Tyres around the world and more importantly, our key markets"
Kazu Sekiguchi, Head of Chelsea FC Task Force, Yokohama Tyres
UK-based, David Beckham-backed professional esports company, Guild Esports briefed us on driving ambitious growth targets across its owned social channels, merchandise and commercial partner activations.
Guild’s brand awareness and fandom is key to helping the company secure lucrative partnerships.
We needed to develop a growth strategy that capitalises on booming tickets, merchandise and game publisher investment revenues, to create more loyal followers and convert fan interest into spend.
Our approach amplified content across multiple channels to maximise reach and engagement, using refined, data-informed audiences; including younger Gen Z segments with unique consumption patterns.
We needed to supplement our media plan with inventory and data sources outside the major platforms – such as Google and Facebook – and sought to incorporate emerging, innovative environments like Discord, TikTok and Twitch.
Using content as the engagement mechanism within an omni-social, audience-first paid amplification strategy, the campaign delivered numerous primary and secondary benefits to the brand. These included:
increasing value/performance of sponsorship packages, amplifying them to the most relevant sub-audiences for higher engagement rates
boosting reach and awareness of Guild and its products, catalysing membership applications, retail sales and stream viewers
growing the follower base by increasing monetisation/ad revenue and building first-party data
We’ve helped Guild surpass 1 million social media followers – cementing its position as the fastest-growing esports organisation in Europe – through tactical, high-performing audience acquisition and content discovery campaigns, as well as key partnership activations.
reach of hyper-targeted e-sports fans across social media
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.
Red Bull endorsed Brazil captain Neymar Jr to engage the global 16-to-25 football market. After conceiving ‘Neymar Jr’s Five’ as a new way to play five-a-side football, we were appointed as a strategic growth partner to bring the brand and event to life through digital and social growth strategies.
Our objectives included:
Build Neymar Jr’s Five brand and community across Facebook and Instagram
Drive growth and participation among the 16-to-25 demographic
Liaise with 63 countries to provide localised content and strategies
Measure and provide monthly reports on results and KPIs
With the overarching theme of ‘outplay them all’, social sits at the heart of our strategy for acquisition and organic growth. We deliver a strong content and engagement strategy to grow awareness, drive fan engagement and facilitate participation in key global markets.
Calendar planning is key. It enables us to co-ordinate content output and community management globally. Using available content libraries as well as WePlay’s in-house creative studio, we strategically plan content with the clear objectives of driving event awareness, engaging users to the website and boosting sign-ups.
Serving as an extension of the Neymar Jr’s Five global communications team, we liaise with all 63 countries, co-ordinating content output to provide each market with social video, animated and static creative, copy translations and localised strategies. This commercial growth partnership helps the brand build and monetise relationships with new and existing audiences.
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.
The European Club Association (ECA) – the sole, independent body directly representing the interests of 246 professional football clubs across Europe – appointed us to help develop and deliver a new social media strategy.
The organisation wanted to align social campaigns with its purpose of ‘Placing Clubs at the Heart of Football’, by bringing Europe’s leading clubs together as friends off the pitch to drive and inspire the development of the game.
Our primary objective was to drive brand awareness across Europe, achieved through social media content strategy and production. We have also evolved the KPI management framework, and consistently measure and report on all relevant social activities.
Creating and monitoring engaging content has been central to our work with the ECA.
We have produced and published dynamic social content (including educational and informative videos) on an almost daily basis, as well as static and animated social media templates.
As part of this content remit, we conducted a social media audit to better understand how the ECA was performing online, which included audience segmentation and analysis of messaging. Based on these insights, we provided the ECA with a host of well-received recommendations for the future.
We also helped the ECA launch its maiden women’s football strategy, ‘Be a Changemaker’ in 2021. The programme aims to help clubs create a better tomorrow for women’s football through creative actions that deliver lasting change.
Our other activity has included providing communications support during the European Super League breakaway crisis and facilitating live streaming events and General Assemblies.
Thanks to our efforts, the ECA has continued to grow its reach and influence at a time when digital acceleration is driving fundamental change in the structures that underpin sport.
Increase in channel reach
Boost in profile visits
Increase in channel audience growth
"The appointment of WePlay is a statement of our intent to help our clubs to connect the dots between the sporting and commercial landscape. WePlay bring a strong track record in delivering targeted digital growth outcomes for leading rightsholders across Europe and beyond.”
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.
Using this business intelligence, we formulated a clear, coherent and multi-layer strategy for Royal Belgian Football Association (RBFA) to achieve ambitious monthly active user targets.
The program focused on an app install and retention strategy with three key components:
App Store optimisation
We advised addressing App Store visibility, conversion and performance. This meant managing meta-data, creating new app screenshots and videos to drive downloads, and improving the personalised sign-up process.
We also suggested integrating app promotion into regular social content planning and distribution, and proposed paid media campaigns to drive app downloads – including projections, budget suggestions, targeting, ad creative, in-platform media management and reporting.
Rights owner, Abu Dhabi Media, and OTT platform provider, Endeavor Streaming together appointed WePlay as their MENA digital marketing agency to develop and execute an ambitious Growth Marketing strategy.
As part of our campaign delivery, we developed and executed a multi-channel product launch and acquisition campaign to drive app downloads, lead generation, and subscriptions to the new UFC Arabia product.
Our approach comprised four stages: Awareness, Consideration, Download, and Conversion (paid-for subscriptions).
The strategy was formed on the basis of our extensive experience and research within the streaming landscape.
This strategic approach was powered by the production of a bespoke audience segmentation strategy for the 14 selected MENA markets that the UFC Arabia product was being marketed to.
With the primary objective of delivering paid-for subscriptions, it is essential with any campaign forecasting that we build our commercial models in accordance with budgets, expected performance metrics and of course our revenue goals in mind.
With this campaign, there were several stages to consider. The unique selling point of the product was the exclusivity of the rights available. UFC Arabia is the only place you can officially watch the UFC fights within the MENA region, thus, telling this story was critical to the campaign.
We devised a multi-channel digital strategy, including paid social (Facebook, Instagram, Twitter and YouTube), paid search (Google & Bing) and programmatic (display, video and audio).
Our creative-led strategy utilised a suite of powerful UFC assets, localised fighters from the region, with copy and content designed in multiple languages – all to capture the right person, with the right message at the right time.
Performance metrics were modeled in accordance with the aforementioned four stages – impressions and reach for Awareness, engagements, and click-throughs for Consideration, downloads and CPI (Cost Per Install) for App Downloads and CPA (cost per acquisition), and revenue for Conversions.
The campaign was a remarkable success, serving over 280m impressions to audiences across the 14 key target markets, which in turn delivered paid-for subscriptions at almost 3x the forecasted target, at importantly, an efficiency of 33% under budget.
The leading sport-for-development charity, Sported exists to help the inspirational people who are working every day, to improve the lives of young people and tackle the problems that matter in their local community.
Sported appointed us to conceive and execute a pilot marketing strategy:
Together with WePlay, Sported launched the “LEAP IN” campaign to demonstrate how the power of social media advertising can help community clubs achieve their attendance objectives at weekly localised events.
Briefed to engage 16-25-year-olds in lower socio-economic areas across the UK, we used insights derived from the analysis of target audience consumption habits to develop the creative strategy for the “Leap In” campaign. The video drew upon inspiration from trending music videos and gaming graphics, and the copy and lyrics were crafted to confront the most reported barriers to physical activity participation experienced by the target demographic.
Activated across multiple social platforms throughout participating regions of the UK, the hero campaign used data-driven insights to identify and reach more sedentary young adults. Bespoke creative and granular postcode targeting was also used to drive registrations to individual club initiatives.
In total, a hero campaign and 22 separate club-specific campaigns were activated and reached over 2.4 million 16-25-year-olds in deprived regions of the UK. The campaign hero video successfully captured the attention of a notoriously hard to engage audience demographic, achieving cost-per thru-plays (15s) on social, and cost-per-views (30s) on YouTube exceeding WePlay target benchmarks.
Having WePlay as a partner has been invaluable to the process of curating the right message/creative and targeting the correct audience.
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:
As the only award voted for by the fans, we focused on achieving global awareness through an integrated and highly creative campaign.
We revamped the award through gamifying the content and distribution format, to engage both an existing and new global audience. The focus was to define a standout Laureus Sporting Moment of the last 20 years, as well as reflecting upon these incredible moments, where sport unified people in the most extraordinary way and left its mark on the world.
In three knockout rounds, fans worldwide had the chance to vote for their favourite of the 20 shortlisted moments, with the winner being announced live at the Laureus World Sports Awards on Monday 17 February 2020 in Berlin.
Through an integrated campaign, combining the power of paid media with organic and earned activation, this creative and idea-led fan vote saw the biggest names in sport come together to support this powerful social movement.
The campaign exceeded expectations with regard to worldwide reach and global support from the likes of Virat Kohli, Michael Schumacher, Cafu and the South African Government. The attention accumulated exceptional voting numbers, web traffic and social engagement from all across the globe.
Increase in web traffic year-on-year
Of social web traffic delivered through paid social
We developed a tailored individual creative and messaging strategy in order to efficiently achieve maximum engagement and consideration from selected audiences.
This was done within a created ‘walled garden’ in Facebook in order to mitigate iOS privacy updates. Prospect data was captured via an auto-populated lead form, native within the Facebook platform that drives fans through to the Bucks data management platform.