Glamorgan Cricket: Vitality Blast 2019 paid social campaign.

The fixtures during the Vitality Blast season come thick and fast with often only a couple of days breathing space, so we created a detailed plan from the outset. We needed to ensure that each game got the loving it deserved, whilst matching audiences to key fixtures.

We collaborated with Glamorgan’s data partner Two Circles in order to leverage customer data. This was then used to create both custom and lookalike audiences. To support the growth of new markets we used our own knowledge of the local area and experience marketing various other styles of event to create new audiences that sit outside of the database.

Our creative team attended the first fixture, gathering content which could then be edited into a variety of social friendly outputs in the form of cold, warm and re-targeting ad campaigns.

This was coupled with archive content provided by the club and key partners. As the campaign went on, new elements were created based on the data and learnings from each game.

The results from each game brought with it new insights into the performance of audiences and creative. We continued to optimise our campaigns throughout, moving budget quickly and efficiently to ensure the best possible return. Naturally, with the typical British weather there was also the rain to contend with!