The UK sports broadcaster used Instagram ads to raise awareness of its rights to the William Hill Scottish Cup and boost subscriptions to its satellite channel and online Premier Player service, resulting in a 20% conversion rate.
Premier Sports is available by subscription in the UK via the Sky and Virgin platforms, as well as the online Premier Player. It screens more than 1,000 live sports events per year, including top-flight football from Italy, Spain and the Netherlands.
conversion rate for subscriptions
return on ad spend
Premier Sports wanted to make the most of acquiring the rights to football’s William Hill Scottish Cup, and also boost subscriptions to its satellite channel and online Premier Player streaming service.
Working in conjunction with the sports marketing agency WePlay, Premier Sports set out to turn its 188,000 followers on Instagram and Facebook into subscribers. Print advertising was used to raise awareness of its William Hill Scottish Cup rights, but engaging Instagram ads were used to drive individual subscription conversions.
To grab the attention of fans, the ads were designed to include club football heroes and players, club logos and big match moments. The ads followed Instagram’s best practices for vertical format for Stories, and were 15 seconds in length.
WePlay came up with a three-pronged targeting approach for Premier Sports, involving core targeting, Custom Audiences and lookalike audiences, using engaging video ads across Instagram feed and Stories. The Instagram campaign was also targeted to the large Scottish Cup fan base on Facebook, as well as hundreds of thousands of football fans living in Scotland.
The campaign drove over 4,000 total subscriptions, at an impressive return on ad spend. Results between January 29–April 14, 2019 included:
3.5% click-through rate
20% conversion rate for subscriptions
18X return on ad spend