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Case study: Increasing the number of fantasy football gamers

Case study: Increasing the number of fantasy football gamers
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About

Mobile Premier League (MPL) is an online gaming platform where users can play skill-games and win cash prizes in return. Following its successful launch in Indonesia, MPL turned the strategic focus from raising brand awareness towards increasing the number of Fantasy Football gamers on their app.

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Challenge

Up until that moment MPL had targeted casual gaming audiences in Indonesia to increase users. In order to promote the Fantasy Football game on their app they shifted their target towards a much more specific segment: football fans.

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Tactics

In order to get MPL’s brand associated with football video content, we ran pre-roll video before match highlights and interviews. Longer videos with user testimonials were used across social channels such as YouTube and Facebook to increase brand advocacy for MPL. To increase contextual relevance, we bought weekend takeovers on credible football sites such as Indosport, Detik Sepak Bola during high interest football games. To reach the defined target audience in Indonesia, our team ran high impact and high frequency buys across top 5 football sites & apps in Indonesia; Goal, Indosport, Bola.com, Bola.net and Detik Sport. The video campaign combined short and longer form video ads which were placed across several channels to amplify top of mind recall.

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Results

The results achieved over a 2-month period were impressive: 2x increase in fantasy football app installs, 105 million impressions and 10 million completed video views, 3x increase in Facebook Share of Voice.