We developed a paid social media strategy that utilised existing content, video assets and other branded creative in the lead-up to, during and post-event. Our strategy pushed hero video content onto key social platforms, which indexed highly within our target audience on YouTube to build brand awareness online.
We retargeted audiences who watched the video, with team announcements, reaching incremental audiences engaging with the event and additional relevant topics on Meta.
The budget strategy was based on three phases. In phase 1, we utilised video content to build awareness through broad audience targeting. In phase 2 we retargeted audiences who have seen the hype videos to boost daily highlights, important moments, and broadcast opportunities. In phase 3 we retargeted the most engaged audiences with highlights and overall tournament highlights.
We focused paid budget on content, emphasising live and upcoming content, alongside match highlights with some evergreen assets during low periods of interest. We also varied our messaging to audiences that were starting to saturate.