The Challenge

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Wigan Warriors asked us to help them promote the World Club Challenge event, selling tickets via Facebook and Instagram ads. The World Club Challenge is a unique event attracting fans across other clubs from the Super League as well as rugby league fans in general. This takes place once every two years in the UK.

Our goal was to increase the amount of ticket sales from previous years and fill the stadium as much as possible.

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The Strategy

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Engagement campaigns & Lead Gen:‍

Creating multiple campaigns to initially create awareness of the event and scale engagement.

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Research to define target audience‍

With a relatively short space of time and a definite time frame, we ensured our understanding of their audience was clear. Identifying exactly who their ideal customers were, meant we knew how to best capture their attention and create campaigns that worked from the get go.

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Implement retargeting ads

For those that engaged in the awareness content with a high frequency of ticket sales-focused ads.

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Data Analysis‍

Utilising Facebook pixel data to create lookalike audiences of those who have purchased tickets.

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Continuously optimise campaigns based on data insights

Testing multiple variations of ads against multiple audiences and creating a strategy for them. Scaling high-performing ads to ensure we were putting money behind the right campaigns to achieve the best results.

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The Results

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We supported Wigan Warriors with their “World Club Challenge” creating Social Media Campaigns that helped them achieve some impressive results-

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Sales & Tickets

• Increased ticket sales (just under 20,000)
• Two stands sold out and reached approx 90% capacity for the DW Stadium for the game.
• The largest announced attendance in the previous 5 years for a Super League v NRL World Club Competition Final.
• Attendance was +7.6% higher than the average announced attendance of the 5 most recent WCC fixtures.
• +11.9% higher than the previous year – played at AAMI Park, Melbourne.

Viewing Figures

• Viewing figures for the game peaked at 350,000+ on Sky Sports.
• Highest average match audience & highest peak audience seen for the competition in the last 5 years.
• Match audience was +34.6% higher than the last WCC held in the UK.
• Peak audience was +5.5% higher than any other WCC final in the last 5 years.