We began by filling out the picture of the UFC’s international audience using platform, panel-based and partner insights.
The goal was to identify territories with a strong UFC and mixed martial arts (MMA) fanbase. However, we wanted to prioritise markets with low barriers to entry for a dedicated SVOD product – such as an absence of local TV deals – and where UFC Fight Pass would be produced in local languages and carry coverage of MMA events from regional partners.
We then overlaid a consolidated list of target markets with those where core biddable platforms from companies like Meta and Google were in heavy use. We also planned campaigns that would reach those markets at moments of peak interest in UFC Fight Pass, such as in the build-up to major fight nights or locally relevant promotions such as UFC London.
Creative assets were adapted to foreground regional stars like Israel Adesanya in Australia or Paddy Pimblett in the UK, while social content was also translated into the languages that UFC Fight Pass was available in locally.
We then optimised campaigns to enable more effective retargeting, prioritising social and search platforms that had historically delivered better conversion rates. We developed video content at three different lengths for the first half of 2022 – at 15 seconds, 30 seconds and 60 seconds – and used watch times to sort tagged viewers by levels of engagement.
We then retargeted those viewers with paid social campaigns and programmatic videos to turn the strongest prospects into subscribers.