SKY SPORT DEUTSCHLAND

The German TV channel raised awareness for its Premier League football schedule by 4.4 points by running ads in Instagram Stories that featured top football stars.

THE STORY
A sports and entertainment leader

Sky Deutschland is one of the leading entertainment providers in Germany. The network’s programmes include the live sports, exclusive series, new film releases, children's programming and exciting documentaries and entertaining shows—many of them Sky Originals. Sky Deutschland is part of the Comcast Group and belongs to Europe's leading entertainment company Sky Limited. Sky Sport DE is its channel devoted to sport.

4.4-point

increase in top-of-mind awareness by adding ads in Stories

5.6-point

increase in ad recall by adding ads in Stories

70,000

incremental increase in people who have SKY top of mind when thinking about Premier League

75%

decrease in cost per incremental person having SKY top of mind when thinking about Premier League

We were happy to achieve significantly better brand lift results for our Premier League launch by just adding the stories placement to our campaigns. The study has helped us to prove that Instagram stories help our brand to raise positive awareness. This case will be a benchmark learning for all our campaigns going forward.
JONAS HELLEBRONTH, HEAD OF SOCIAL MEDIA SKY DEUTSCHLAND
THE GOAL
Spreading the word

Sky acquired the live broadcasting rights for the English Football Premier League for three upcoming seasons: 2019/20, 2020/21 and 2021/22. It wanted to use Facebook and Instagram to raise awareness that it was offering this content, which it had won back from a competitor network.

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THE SOLUTION
Showing familiar faces

To raise awareness that the English Football Premier League was coming to Sky Sport DE, Sky Deutschland developed a high-impact video campaign and created ads for Instagram Stories as well as Instagram feed. The network hoped to see how adding Stories would impact overall performance, as opposed to running ads in feed alone.

The videos featured footage of some of the league’s top players, alongside stats about their record and the League as a whole. The videos were often amusing: for instance, one caption in German said “English for returnees” and then displayed the English word FAST along with a clip of Mo Salah chasing down a ball. Another video included exclusive insights from the popular German football manager for Liverpool, Jürgen Klopp.

The campaign used automatic placements on Facebook and Instagram to generate optimum results at the lowest average cost.

Running from July 24–August 2, 2019, the campaign achieved:

  • 4.4-point increase in top-of-mind awareness by adding ads in Stories on top of feed

  • 5.6-point increase in ad recall by adding ads in Stories feed

  • 70,000 incremental increase in people who have SKY top of mind when thinking about Premier League

  • 75% decrease in cost per incremental person having SKY top of mind when thinking about Premier League