By selecting a wide range of media, we were able to raise awareness of the final while driving users through distinct phases of the marketing funnel. Both measurable and flexible, digital media was a key channel on our schedule, and accounted for 50% of the overall budget.
The awareness stage represented a range of above the line activity; radio, out of home and press. The digital side of things included programmatic display, Spotify, Facebook and Instagram and a partnership with The Herald Scotland.
Once awareness and excitement had built, we moved users into the consideration and purchase phase. This involved retargeting using social and programmatic display, both featuring messages tailored to the user based on information such as team affiliations and performance.
We made the decision to continue communicating with users post-purchase in an effort to increase followers of the Pro14 social channels and to encourage users to share that they were there for the final – driving additional awareness to their friends and family.