Premier Sports acquired the rights to LaLiga in 2019, until at least 2021. Adding to their existing football content pool and growth of their OTT product offering.
Digital Playmakers were appointed to drive subscriptions through a variety of paid digital channels, helping to improve metrics throughout the entire funnel and most importantly the cost per acquisition (CPA).
A focus was placed on optimising the on-going performance campaigns, whilst raising brand awareness and reaching new prospective audiences for their La Liga content. With the possibility of utilising new channels.
The UK LaLiga rights had previously been owned by competitor Eleven Sports, who failed to successfully commercialise their content. Consequently, the main challenge here was to find a successful digital go-to-market strategy.
The second challenge was, due to the consistent increase in investment in digital advertising platforms across the globe and in particular the OTT space, finding new untapped audiences on these platforms at a profitable margin is becoming more challenging.
Premier Sports challenged us to find new prospective LaLiga customers/fans across a variety of digital channels, whilst maintaining a low average cost per acquisition (CPA) and improving warm audience KPI’s.
Facebook and Instagram, as predicted, successfully drove a large majority of conversions and is still a highly effective conversion platform.
A large majority of the conversions were performed on handheld devices with a relatively even mix between Android and iOS.
Interestingly, most conversions happened outside of Facebook’s default attribution window (28-day click, 1-day view).
Digital Playmakers has driven a high volume of conversions, carefully selecting strategic sporting moments and utilising the budget in a time-sensitive and effective manner.
A new strategy was recommended based on the following key learnings:
