A COMMUNITY-FIRST UGC SOCIAL MEDIA AND EMAIL MARKETING CAMPAIGN THAT DROVE CRM ACQUISITION BY THE THOUSANDS
THE CHALLENGE
In line with the 2022/23 season “Know Our Name” campaign, the British Basketball League wanted to continue to engage and support the existing community that had continued to make the league what it is to date. The British Basketball League not only wanted to celebrate the community and give them something back, but also use this campaign as an opportunity to grow their email database for future marketing opportunities. They turned to AND THE NEW to come up with a concept and manage a campaign that would do exactly this.
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THE STRATEGY
With new investment and international stars coming to the league from the NBA, EuroLeague and beyond, we wanted to create a campaign that made the basketball community in the UK feel special and engaged. We knew for this to achieve the league’s overarching goals of growth and to be as authentic as possible this campaign needed to be a UGC campaign.
Ahead of the 2023 Play-Off Final, we launched the Your Coach campaign to find the BBL Community Coach of the Year as voted for by the community. To launch the campaign, we worked with all teams across the league and Basketball England.
The ask for the community was simple: upload an image of video onto social channels with the hashtag #YourCoach and a description as to why they deserved to be voted the Community Coach of the Year. We built a social wall embedded onto the BBL’s website giving the community the opportunity to vote for their favourite nominations. The winning coach, as selected by a combination of public vote and BBL panel, was unveiled at the Play-Off Final at London’s O2 Arena in front of over 15,000 fans.
THE RESULTS
Our #YourCoach campaign for the British Basketball League spurred excitement and celebrated the British basketball community on a level that hadn't been seen before. With over 100 local community coaches nominated though the UGC entry mechanism, over 350,000 collective views, and over 3,000 fans joining the British Basketball League's email subscription, this campaign succeeded on so many levels!
Community Heroes
100+
Individual coaches nominated
Video views
355K+
Across social media channels
Popular figures
3,264
Individual votes on approved nominations
CRM boost
3,000+
New fan sign-ups for the league’s email database
OUR TROPHY CABINET
