DELIVERING SELL-OUT STADIUM CROWDS, LOWERING COST PER ACQUISITION, AND INCREASING LIVE BROADCAST VIEWS
THE CHALLENGE
The British Basketball League needed a creative digital marketing agency to drive the strategy and execution of their paid media for the 2022/23 season with the aim of promoting the league to increase viewership and driving direct ticket sales with trackable revenue. Our challenge was simple: help make this the biggest season to date for the league whilst selling out three of the UK’s most prolific arena venues.
THE STRATEGY
AND THE NEW utilised a multi-channel paid media approach to drive awareness, content views, engagement and ticket sales throughout the season. Each channel would be used for different purposes throughout the season, from follower campaigns on TikTok Ads, to YouTube views campaigns on Google Ads and ticketing campaigns on Instagram & Facebook Ads.
THE RESULTS
When running multiple campaigns, we were able to assess the impact of brand awareness campaigns across the whole marketing funnel, seeing a large increase in ticketing ROAS when optimising spend to run alongside our brand awareness campaigns. Through constant testing and optimisation, we were able to exceed the CPA target set by the client by 28%.
Impressions
31.4M
Across paid content promotion
Video Views
12.8M
Across paid content promotion
Clicks
147,400
Through to BBL owned channels
CPA
£0.20
Cost per TikTok follower within UK
ROAS
5.86x
When running brand & ticketing campaigns simultaneously
Impressions
25M+
Eyes on BBL content
OUR TROPHY CABINET
