Our Strategy was built on the foundations of real-time data and agility to adapt new best practices. The primary objectives were to drive signups to the platform and establish awareness of the product. Initial efforts focused on the North American rugby market to drive awareness of the new OTT platform. However, strong results allowed us to focus more heavily on testing other sports audiences, such as NFL fans, with bespoke, high quality copy and creative to peak interest with a wider audience.

Rigorous market research was completed by our in-house data analytics team in order to understand the North-American rugby landscape and locate the platforms where the core consumer and new target audience absorb information, engage with content and ultimately take action to sign up for new platforms. This market research was married with a deep-dive into RugbyPass’ existing web data and OTT subscribers to understand the core audience demographics in key rugby markets and how this could be transferred to an emerging rugby market, the US and Canada.

We devised a full-funnel targeting approach to engage users, analyse results and drive further action such as website traffic for colder audiences (with a softer landing) and sign ups for core rugby fans.

This integrated campaign extended across multiple digital touch points, we used real-time data to pull creative insights and design best practice creative on a weekly basis that was optimised for each platform and 20+ placements. The campaign consisted of 10,000+ ad variations which worked in unison to convert users from all angles. While there was a consistent overarching strategy across all platforms, tailored targeting was used for key season games and events. Our strategy was to engage the core audience, while generating data, to scale, reach and educate the new market.