Lionesses Sell Out Wembley Stadium
On the back of setting a record attendance for a women’s international game outside of Wembley this month with the Lionesses’ game against Brazil, the Lionesses are at it again with the upcoming game against Germany.
Funnily enough, Germany were the opponents when the record attendance for an England Women’s home game in 2014. This stood at 45,619. Five years on, that number has been smashed with Wembley Stadium SOLD OUT!
At Fifty-Three Six, we are blooming delighted that we got to play a part is this monumental occasion, running the digital campaigns for the fixture.
Working closely with eightyone600, a strategic marketing consultancy based in the UK, Fifty-Three Six were tasked with generating awareness of the fixture across digital channels and maximising ticket sales for England Women vs Germany clash.
The process:
We are data driven and believe that prospecting and retargeting should work in tandem to guide potential customers along the purchasing funnel and ultimately convert.
To drive results for the FA, we utilised the learnings from nearly two years worth of data from previous Lionesses’ fixtures to formulate a strategic plan focused on various customer segments, placements and timings.
We identified a significant opportunity around the FIFA Women’s World Cup to leverage the positivity around the team and reach new audiences. We adopted a multi-channel approach here to prospecting new Lioness Fans and create audience pools for the ongoing campaign.
By creating a multi-faceted targeting approach, from interest and behavioural to retargeting, we were able to guide people along the funnel and optimise campaigns in real time, based on trends.
With the fixture approaching and the volume of conversion data we had accumulated, this provided us with a deep understanding of the purchasing audience. This data allowed us to scale and maximise the Return on Advertising Spend (ROAS).
We are delighted that we contributed to this record breaking fixture.
Thanks for reading and we hope you found this helpful. Reach out to the Fifty-Three Six team today on digital@fiftythreesix.com to see how we can help you make history!
