Overview: Premiership Rugby, officially known as Gallagher Premiership Rugby, (or the Gallagher Premiership for sponsorship) is an English professional rugby competition, consisting of 10 clubs, and is the top division of the English rugby union system.
Campaign brief: Plan and launch a full-funnel digital and above-the-line campaign to drive awareness, website visits, and ticket sales for the Gallagher Premiership Final 2024.
Digital Channels:
– Meta (prospecting & retargeting), Google Search, YouTube, Twitter and Invibes Display
Above The Line:
– Metro Print and OOH (multiple formats)
Approach:
The strategy involved implementing a multi-funnel approach to engage both a core audience and prospective attendees. Paid media budgets were strategically allocated at key moments throughout the Premiership Rugby season to maximise impact.
By leveraging a multi-channel approach, each platform played a vital and strategic role in the customer journey. Top-of-funnel channels were used to build awareness throughout the season, mid-funnel channels focused on driving traffic and encouraging meaningful interactions on the website, and bottom-funnel channels were designed to convert engaged users within our communication ecosystem.
As the campaign progressed, we identified core audiences that demonstrated strong conversion potential and continuously optimised activities to ensure maximum performance against our KPIs.
Results:
1. A full house at the final, 81,688 in attendance, a historic finale.
2. An expedited year on year sales curve resulting the fastest sell out ever.
Client Testimonial:
“The guys at Threepipe Reply have played a crucial role in helping us sell out The Gallagher Premiership Final. We have worked with them on our campaign and its been refreshing having our thinking challenged with their expertise. They are always pushing us to be efficient and to maximise our limited resources all of the time. They are an extension of our team and are fully invested in delivering success!”
Sukh Sadhra – Marketing Director – Premiership Rugby
