As an exciting new challenger brand, TOCA Social initially struggled to identify its target audience and solidify its position in the industry.
To address this, we designed a comprehensive direct-to-consumer (D2C) campaign utilising Meta advertising, programmatic, and affiliate networks to connect with a broad and engaged audience.
Through detailed analysis, we identified lucrative target audiences interested in football and London-related activities. Utilising programmatic page context AI, we were able to deliver highly relevant ads to the right people at the right time. Whilst affiliate networks helped reach new engaged audiences at scale and enhance cost-effectiveness.
To tackle misconceptions about the brand and attract audiences to the venue, we repositioned TOCA Social as an all-embracing space where football enthusiasts of any skill level, age, or gender can explore and experiment with football without the burden of joining a club or league. This was achieved by showcasing the venues diverse offerings through engaging and compelling creative and messaging.
To measure the success of our campaign, WePlay tracked key metrics such as bookings, cost per acquisition (CPA) and click-through rate (CTR). This allowed us to optimise campaigns, and make strategic decisions backed by data increasing the overall return on investment (ROI).