The National Football League (NFL) is the leading provider of American Football and consists of 32 teams across two leagues competing for the Super Bowl Champions each season.
Brief:
The UK NFL team launched a new TikTok account and were interested in collaborating with Threepipe Reply to acquire an engaged audience on TikTok. Threepipe Reply were tasked with developing and executing an organic and paid media strategy to achieve two key goals:
1. Increase Followers across social platforms (100k target)
2. Drive high engagement from newly acquired followers
Solution:
We created a strategy to segment audiences into three categories; Core, Casual and Non-Core and focused on upweighting media activations before and during the Superbowl weekend, when users were more active and engaged. This approach helped to control CPMs when targeting high demand audiences. We used a combination of organic and paid content to improve engagement with followers.
Results:
- +78,000 increase in TikTok followers
- +182,000 new followers on Meta
- £0.37 Cost per Follower
