Filling Stadium Stands with Friends of Fans
Leveraging the social networks of their loyal ticket buyers, Vancouver Whitecaps FC expanded their reach with microtargeted Facebook ads to the friends of 'Caps fans, earning nine times more sales per ad dollar spent.
Everyone Attends Games with Friends
Sports events are inherently social occasions. No one wants to attend a game alone! The Vancouver Whitecaps FC knows their loyal fans will buy game tickets, but what about their friends? They needed a way to reach the social networks of their most loyal ticket buyers, so they could invite the sports-loving friends of fans to join their 'Caps buddies at a live match.
GOAL: Reach New Friends as Fans Buy Tickets
Taking advantage of social influence, the Whitecaps FC hoped to sell more tickets to loyal fans and their friends. They aimed to save ad spend and optimize their return on investment by only reaching qualified leads and automatically updating their ad audience as fans converted.
SOLUTION: Microtarget Facebook Ads to Live Leads
After an entire season of massively successful engagement campaigns, the Whitecaps FC had over ten thousand contact profiles of loyal fans in their Ticketmaster-integrated Fan CRM. They easily segmented them into audiences of their most influential buyers, which automatically updated as new fans bought. Creating Facebook Lookalike audiences from these valuable groups, they further refined their scope to those with a shared connection with a ticket buyer, an interest in sports or a previous engagement in a Whitecaps campaign. This optimized audience paired with already-tested creative resulted in doubled click-through rates, tons of engagement on the ad and nine times return on investment.
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