Paris Saint-Germain

WePlay delivers an ambitious direct-to-consumer growth strategy for Ligue 1’s most successful club, Paris Saint-Germain

Paris Saint-Germain

WePlay delivers an ambitious direct-to-consumer growth strategy for Ligue 1’s most successful club, Paris Saint-Germain

We were appointed as the global digital media agency for world-famous Paris Saint-Germain (PSG) in 2019, with a remit to help the football club meet its ambitious growth targets.

Our work covers several workstreams, including social media and fanbase CRM growth, revenue/ticketing, hospitality and retail, sponsorship activation, as well as memberships and app downloads.

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.

Our work with PSG is a testament to the strength of our growth initiatives and digital marketing expertise. During our collaborative growth partnership, we have successfully delivered:

7.6m

new Facebook fans

16m

new Instagram fans

7x

ROAS on PSG e-commerce campaigns

20x

ROAS for matchday ticketing