Paid Social Case Study
Paid social strategy to boost brand awareness & engagement for AVFC
We break down the process behind our winning paid social strategy for this global sports franchise.
Ricemedia kicked off its paid social partnership with AVFC during their 2018/19 season, with a view to ramp up the franchise’s social media marketing efforts, in line with their recent premier league promotion. We relaunched their campaigns with a focus on increasing customer acquisition and raising the brand awareness of the club globally to a new audience.
Aston Villa Football Club, one of the founding members of the English Football League, was founded in 1874. The club is based in Birmingham and has been home to some of the world’s most famous and successful footballers, including England internationals Peter Withe, David Platt, John Terry and Ashley Young. A very successful club in its own right, AVFC has won seven league titles, seven FA Cups and one European Cup.
Ricemedia kicked off its partnership with AVFC during their 2018/19 season, with a view to ramp up the franchise’s paid social media marketing efforts, in line with their recent premier league promotion. We relaunched their campaigns with a focus on increasing customer acquisition and raising the brand awareness of the club globally to a new audience.
We began with an audit of AVFC’s live ad campaigns that were being served on Linkedin, Instagram, Facebook and Twitter, looking for any glaring opportunities that we could source and rectify immediately. Our audit revealed issues in audience building targeting across multiple channels, as well as problems with their Facebook pixel that prevented us from using valuable retargeting data.
Once these issues were resolved, our primary focus was on building audiences that would be most likely to engage with our ads and better qualify users that would be more likely to convert. So, we decided to pivot away from broad targeting local audiences with a general interest in football and instead hone in the retargeting data we had at our disposal on AVFC fans and AVFC women’s football fans thanks to the Facebook pixel installation.
We trialled this new narrowed audience targeting strategy on Facebook and Instagram and once we saw an uptick in reach and impressions, decided to scale this campaign strategy over to LinkedIn and Twitter, focussing on targeting those accounts that have already interacted with the accounts in question.
We were able to use the success of this strategy and apply our increased knowledge of AVFC’s audience base to scale global customer acquisition campaigns in Australia, as well as more niche AVFC women’s ads that served smaller audiences but yielded similar results.
Through the adjustments made to our audience targeting strategy, we saw a significant MoM increase in reach and impressions at key increments throughout the year across all of our channels. This winning formula was the perfect catalyst and allowed us to scale our ad spend almost immediately, to maximise our ROAS, as evidenced by the +110% increase in reach and +350% increase in impressions.
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