Rugbypass - Strategy to results in streaming

Putting in place an audience targeted media strategy acros Europe, Asia, Australasia and America to drive OTT subscriptions

As a single-sport business operating globally with a highly specific target audience, our goal was to deliver a marketing strategy to be able to find and communicate with the right audience at scale.

To achieve this we needed to put in place the data, analytics, marketing and ad technology to enable this approach whilst focussing on delivering an immediate step-change in digital marketing performance.

Analysing past performance at RugbyPass and the global rugby audience we established key segments of fans across “audience corridors” to target fans with the content they wanted, how they wanted it, wherever in the world they might be.

Executing a martech strategy we put in place a data management platformed linked to media and owned channel platforms.

Delivering our strategy across Paid Social, Paid search & Display drove a huge increase in performance