England & Wales Cricket BoardDEVELOPED A MULTI-CHANNEL RETAIL STRATEGY TO DRIVE T20 CRICKET SALES AMONGST YOUNGER AUDIENCES

What we Did

We created a four month multi-channel campaign across display, social and search which was coordinated centrally with the ECB, 18 counties and multiple ticketing agencies.

We adopted a dual strategy which used social to spread awareness and sparked engagement on mobile, then retargeted audiences on desktop where most customers converted to purchase.

We ran multiple creative formats and messaging to support each of the 18 counties and optimised this against audience, time of day, day of week and weather forecast.

A combination of both 1st and 3rd party data was used to inform a targeting strategy based on age, gender and household income to drive people to the county sites for retargeting and prospecting strategies.

This was supported by a paid search campaign ensured that campaign awareness was converted into ticket sales. A broadening of keyword terms to include categories such as ‘Family night outs’ helped drive younger crowds.

1.65Million in Ticket Sales
64% of ticket sales from new customers
13% rise in 25-34 year olds purchasing tickets
720% revenue uplift via social content

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