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SUCCESS STORY

Summer Nations Series Campaign or how the French Rugby Federation scored on social media

Implementation of a geolocalized Social Media campaign for the French Rugby Federation in order to optimize ticket sales

The challenge

As part of the Summer Nations Series, the French Rugby Federation wanted to optimize the sale of tickets for 3 games of the French Men Rugby team taking place between August 12 and 27, 2023.

We therefore set up a geolocalized Social Media campaign to, on one hand, generate maximum sales in order to fill the different stadiums and on the other hand, bring visibility to the different matches.

We had to face three main challenges at the beginning of this campaign:

  • Managing geolocalized campaign based on available spaces
  • Targeting profiles in line with the type of space available
  • Encouraging the French crowd to watch World Cup warm-up matches

The solution

With this perspective in mind, Numberly developed a four-month media strategy, from May to August, with a 100% emphasis on the Meta platform, both on Facebook and Instagram.

This strategy was based on two main axes:

  • First of all, we optimized the budget by using very precise geolocation around the stadiums and by implementing a wave investment strategy, taking into account key moments of the campaign. For example, a new wave of investments was launched in mid-August to generate leads by following the usual behavior of last-minute buyers.
  • During this campaign, we had to be agile, adapting our targeting to the categories of places still on sale. We therefore implemented specific targeting, such as “CSP+ sports fan”, based on the types of sports liked by the different audiences (golf, tennis, horse riding) when only category 1 places were available.

Additionally, for this campaign, we created two types of targets:

  1. A target corresponding to visitors of the FFR website, for a retargeting strategy.
  2. Another target corresponding to the similar audiences (look-alike) of those visitors as well as the similar audiences of visitors to the FFR’s Facebook and Instagram pages.

The results

This activation was a real success for the French Rugby Federation with 7 million impressions:

+ 61 ROAS

on the entire campaign

+ de 7 M

impressions (with a repeat frequency of 4)

Cost per ticket sold

3 times cheaper than the Six Nations Tournament campaign