Their Story
The INTERSPORT Elverys FAI Summer Soccer School is a programme that provides children between 6 and 14 years old the opportunity to join a week-long football summer camp over the holiday period all around Ireland. Every year boys and girls of all abilities turn out to enjoy five days of fun and football.
The Campaign
To promote the Summer Soccer School over the holiday period, I was tasked to develop, implement and optimise the social media campaign. I designed a full funnel strategy that ran across Facebook and Instagram for a period of three months. To bring an outstanding user experience I used the latest formats available at the time (Video, carousel, slideshow, Facebook Instant Experiences formerly known as Canvas, click to Messenger and static image). This campaign was launched in two phases, phase one was an awareness campaign that allowed us to announce the beginning of the season, test and build audiences of video viewers, web visitors, ad engagers and cart abandoners. Phase two was a retargeting campaign driving prospects further down the funnel to the conversion stage.
The Goal
Raise awareness about the programme and drive bookings nationwide.
Combining Video, Carousel and Static ads
To grab attention and encourage prospects to act, the initial brand awareness activity saw eye-catching videos of children playing football, driving people to a dedicated landing page which they could access by clicking the CTA button. A broad audience of Interest based parents and lookalikes in Ireland saw the ads - the right exclusions allowed us to have a well segmented campaign and avoid overlap of audiences.
Once we started establishing brand awareness, retargeted carousel and static image ads shared more compelling messages about the summer camp and availabilities to motivate people to make their bookings.
An Experiential Touch
Outstanding user experience was at the core of this campaign, we launched an Instant Experience ad using Instagram Stories as a placement. We wanted to close the gap between the ads and the conversion. This was a very interactive canvas that unfolded all the information needed about the summer camp (requirements, price and how to book) as they tap on the screen. With a strong call-to-action button at the end of the canvas people were able to click and go directly to the booking form and finalise their transaction.
Click and Chat
One of the complexities of this campaign was to manage the booking capacity of each of the camps nationwide to avoid over bookings. We had to work closely with the management team to adjust the geo-targeting of the campaigns, announce new camps opening, address queries as quickly as possible and help people find the closest camp to their location.
In order to contribute to the smooth running of the operation, we launched a click to Messenger ad targeting a very specific city where new camps were about to open. We used a static image with a direct ad copy and a cta button that linked people directly to Messenger. They were then prompted with a personalised message calling out their names, and three links: Closest camp to me, FAQs and I’m ready to book, additionally they had the option to send a direct message.
This ad alone drove whopping results! Just over 100 messages sent from prospects and 140 purchases.
Results
+1 Million
People Reached
3%
Higher Conversions
from Facebook Ads
+6K
Reactions
+2K
New Page Likes
There are some insights that I couldn’t share online (No of bookings, CPA, etc) so please contact me for further details.