Premier Sports acquired the UK and Ireland broadcast rights to Italy’s Serie A TIM from February 2019, airing a minimum of six games per round until the end of the 2020/21 season. Adding to their existing football content pool and growth of their OTT product offering.
After a number of successful OTT campaigns, Digital Playmakers were appointed by Premier Sports to drive subscriptions and customer acquisition through a variety of paid digital channels.
Emphasis was placed upon optimising the on-going performance campaigns, improving digital efficiencies in terms of audience segmentation, strategic campaign setup and creative implementation to deliver maximum subscriptions at the lowest cost per acquisition, (CPA).
The UK Serie A 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 to support the vast content on offer.
The second challenge was to overcome increased, global competition and investment within the OTT space. There is now a wide array of OTT brands available for potential consumers’ to stream live sports content.
To combat rising CPM’s and CPA’s we needed to maximise Premier Sports ROI. Identifying high-quality, engaged and untapped audiences with a propensity to purchase per platform was key.
In summary, Premier Sports challenged us to find prospective customers within the digital eco-system across any online channels, whilst maintaining a low average cost per acquisition (CPA).
Bottom of the funnel, conversion campaigns executed on social and search were supported by brand awareness campaigns on Twitter. Keyword and contextual targeting enabled Digital Playmakers to place Premier Sports Serie A offering front of mind and at the centre of related conversations during the build-up to fixtures.
The awareness phase dovetailed with social channels such as Facebook and Instagram, which successfully drove a large majority of traffic and conversions in the lead up to matches with tailored team-specific creative.
In an effort to maximise conversions, consumer intent and consideration was retained within the conversion funnel, all prospective customers were placed into a segmented retargeting pool. They were then targeted with bespoke content, messaging and creative variations nurturing users’ path to purchase and consequently smashing conversions rate targets. On search, mobile and desktop devices consumed a more equal share of subscriptions, hitting conversion rates four times the industry average.
Digital Playmakers achieved outstanding success working with Premier Sports on their Serie A campaigns. Blended multi-platform conversion rates hit three times the industry average and a CPA reduction of approximately 60%.
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