Ross Gassman
Case Study: Ecuador Vs. Colombia FIFA International Friendly
Updated: May 25, 2020
Overview
In October 2019, L1NEUP DIGITAL partnered with EMG Concepts to
deliver digital marketing strategy and implementation to effectively
promote the upcoming International FIFA friendly Ecuador vs.
Colombia taking place at the Red Bull Arena in New Jersey on November
19th. L1NEUP DIGITAL was RFPed 3 weeks prior to the
day of the game so a quick setup and deployment was necessary in
order to capture as much revenue as possible.
Strategy
With a smaller budget, we decided to go only with Facebook and
Instagram ads to maximize our ad spend. We
strategically targeted all international soccer fans in the tri-state area as
well as the Ecuadorian and Colombian
population overall.
We knew the ads served had to be relevant to the end user in order to
capture the purchase so we carefully tailored the creative and copy
meaning to that end user meaning Ecuadorian fans would view ads of
Ecuadorian players and vice versa.
Targeting & Creative
FIFA & SOCCER INTERESTS
With a pretty broad audience the creative served to this audience consisted of the flyer and promo video to generate overall awareness of the game.
RETARGETING
Our most effective strategy in terms of
ROAS where we retargeted all
visitors of the event ticketing
page while also excluding
people that already made a
purchase. Here we served the
end user custom player videos
inviting them to the game giving
it a bit of a personal touch.
EXPATS OF COLOMBIA & ECUADOR
We separated the Colombian and Ecuadorian populations so that their respective team creative was being served.
LOOKALIKE OF TICKET PURCHASERS
With a big pool of ticket purchasers, we were able to create an ad set that found people across Facebook and Instagram that had similarities to the customers that had purchased tickets to the game. Because of the broadness of the audience the creative served to this audience consisted of the flyer and promo video to generate overall interest of the game.
CAMPAIGN SUCCESS
With a Return on Ad Spend (ROAS) of 25.57 and 1,180 tickets sold, the FIFA International friendly at Red Bull Arena was an extremely successful campaign that exceeded the client’s goals. We attributed the success of the campaign to a number of important factors:
1. The unique fan experience associated with the event
By marketing the event as a once-in-a-lifetime experience to watch a live FIFA match of this caliber, fans were more driven to purchase a ticket.
2. The carefully tailored targeting settings
This was one of the most important factors in the success of the campaign. By putting ourselves in fans shoes, we were able to find the correct consumers effectively driving the best results while not wasting dollars on uninterested consumers.
3. The quality of the creative assets used
We were provided and created a number of engaging and dynamic creatives that were shown at the right time, right place, and to the right consumer that effectively generated conversions.