How we helped Aberdeen Football Club achieve record-breaking season ticket sales.
Over £200,000 generated
Over 250,000 people reached
Most season tickets sold ever
About Aberdeen FC
The Challenge
Aberdeen FC had no experience of paid activity on Facebook and wanted to test whether it could play a part in increasing season ticket sales for the 2017/2018 football league season. In previous years they had relied on traditional advertising efforts such as billboards and newspapers.
Client Name, CEO Aberdeen FC
Our Approach
Before we started the campaign, we implemented all the relevant tracking codes on the afc.co.uk website to track the customer’s journey from seeing an advert through to purchasing a season ticket. This allowed us to see which purchases were made as a direct result of our campaign.
We then split the campaign into two key parts:
Promoting the annual season ticket video out to segments of people in Aberdeenshire
Retargeting audiences who had already shown an interest in the club (including those who viewed the season ticket video)
The combination of both parts allowed us to both reach a wide audience, but also drive interested people to purchase.
Results
The club sold at least 808 tickets as a direct result of the campaign, totalling £200,000 in revenue.
Cost per purchase: £1.24 (based on 808 sales).
With the annual season ticket video, we reached over 255,000 people, of which 200,000 people watched it.
The club went on to sell the most season tickets ever in their history.
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