Northampton Saints: Turning Social Spend into Season Tickets.

Through the work conducted  during the 2018/19 season we had already built up a vast understanding of Northampton Saints key audiences. We now needed to map the path a potential season ticket holder would go on to generate a purchase.

We took the key dates for the campaign, leveraging things such as fixture announcements and early-bird deadlines to dictate the ad budget and key audiences.

To support this we needed engaging ad content that pushed the key messages aligned to the campaign segments.

We set about building a comprehensive and successful solution; a strategy that revolved around not just leveraging audiences which were known to the club but also growing audiences by targeting those who had never been season ticket holders before. We knew we could bring in new audiences for the club using the data gained from the previous audiences tested last season which was key to growing season ticket sales from the season previously.

The club had a vast amount of owned-data which was not being utilised efficiently especially when it came to growing their audiences and gaining new customers. The club used to be pretty guilty of targeting the same audiences, so we looked how we could leverage this data a little more effectively. The new approach; highly precision audience targeting of NEW audiences that would help grow the clubs fan base across the city and further afield.

This was coupled with the standard approach of using custom audiences from their own database, ensuring that ALL fans were reached.

We knew that to create truly effective paid social ads we’d need to dig deep. This involved us looking at the content they currently had, advising on the most socially engaging content to use and how we could leverage it at each stage to achieve the best results. We ran the campaign across multiple platforms and formats including Instagram stories which became a key platform feature for the clubs new season.

Throughout the summer, we continued to build and refine the Northampton season ticket strategy. We looked at which pieces of content were delivering the most taking all the necessary steps to make improvements to the budget, cost acquisition, customers journey, and CPM. Striving to continually better the return.