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.