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.
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.
increase in top-of-mind awareness by adding ads in Stories
increase in ad recall by adding ads in Stories
incremental increase in people who have SKY top of mind when thinking about Premier League
decrease in cost per incremental person having SKY top of mind when thinking about Premier League
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.
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