Digital Playmakers were appointed to take Cupello.com to market, an online subscription based soccer coaching platform. They offer a number of premium, automated and helpful coaching tools not widely used in the coaching space. These include:
As a hybrid B2B and B2C brand, it became apparent that a wide mix of marketing channels needed to be utilised.
Before launch, in-depth market research was undertaken to aid the development of a strong performance marketing strategy. This included market prioritisation and customer/target audience profiling, to provide Cupello with a far greater understanding of who their target audience should really be.
Our first key challenge was timing. Launching without a pandemic is difficult enough but launching towards the end of one is a whole different ball game. With the decision made to launch across two markets (the US and UK), we pushed for a mid-summer launch. Knowing that almost a whole year of football had just been lost and that people were itching to get out there and prepare for the upcoming season.
Going to market across multiple markets was our second biggest challenge. With the UK and the US sharing a lot of similarities, it was apparent that in the soccer world there are actually some considerable differences. Gender ratios and funding/investment being the biggest two.
The final challenge was the marketing platforms. With the pandemic coming to an end, platform CPM’s have done nothing but rise. With a big chunk of companies shifting their marketing budgets towards digital platforms, we knew our creative, targeting and optimisations would have to be on top form.
Taking a brand to market is one of the toughest challenges out there for a marketing agency. However, Digital Playmakers were impressed with Cupello’s expertise and knowledge of the market. Combined with our industry and agency experience we had a good feeling from the first call.
We took a completely unknown brand, performed in-depth market research, produced a data-driven sports performance marketing strategy and tested four promising digital marketing channels:
We generated almost half a million impressions, tens of thousands of clicks and hundreds of new subscribers in their first active quarter.
