One of the highlights of the dreaded 2020 winter was the return of international sport. Premier Sports showcased the Autumn Nations Cup. The new tournament format replacing the original northern hemisphere games and welcoming the likes of Georgia and Fiji into the mix.
Digital Playmakers have previously helped Premier Sports expand their customer and audience base with their ever expanding content offering and Rugby was logically the next step.
This tournament was particularly noteworthy and held a number of challenges. Namely, the heavy OTT broadcast competition, with Amazon Prime jumping into the mix and offering free viewing for any existing Amazon Prime customers.
An increasingly worrying challenge was digital piracy and illegal streaming. With multiple broadcasters and consumers struggling financially from the impacts of the global recession, alongside covid, we expected a stronger than normal resistance for fully paid subscriptions (no discount or free trails).
With increased digital content consumption rife across the globe, strong market research behind us and an exceptional knowledge of our target audience we were confident of overcoming these challenges.
Building positively on the launch of Premier Sport Asia, Digital Playmakers successfully raised the brands awareness with impressions into the millions, whilst implementing an effective acquisition strategy across multiple timezones and markets with different languages.
The campaign required in-depth market research, strategic planning and media budgeting. Due to the budgets spanning across multiple markets and data coming in at various times of the day, an all hands on deck approach was required (where we work outside of traditional office hours) from the team.
With a cut-throat optimisation strategy running in sync with the latest data capture techniques, cost-per acquisitions and sales volumes were improved by approximately 10% after each round of the tournament!
