The NFL UK team launched a new TikTok account and partnered with Threepipe Reply to rapidly grow an engaged social audience. The objective was to build a strong follower base across social platforms, targeting 100k followers, while ensuring newly acquired audiences were highly engaged with NFL content.
We developed a combined organic and paid social strategy designed to maximise reach and engagement during key cultural moments, particularly the Super Bowl weekend when interest in the NFL peaks.
Audiences were segmented into three groups: Core fans, Casual followers, and Non-core audiences, allowing messaging and targeting to be tailored based on interest and familiarity with the sport. Media investment was strategically increased ahead of and during the Super Bowl period to capitalise on heightened user activity and engagement, while also helping manage CPMs in a competitive media environment.
A mix of organic and paid content was deployed across TikTok and other social platforms to drive interaction, grow the follower base and encourage ongoing engagement with NFL content.
Increase in TikTok Followers
New Followers
Cost per Follower
The strategy helped establish a strong foundation for the NFL’s TikTok presence in the UK, turning a major sporting event into a catalyst for long-term social community growth.
