Bringing the BOOM to the Boombox
Services
Digital Marketing Strategy and Advising
Targeted Advertising Strategy, Management and Implementation
Website and Landing Page Design & Development
Development of a live reporting dashboard
Client
Melbourne Boomers
Year
2021 - present
Over
35,000 unique website visits!
The Brief
The ‘Deakin Melbourne Boomers’ is the oldest WNBL club and the longest-running elite-level women’s sports team in Australia. The iconic brand of the Boomers is recognised internationally, most notably for being home to more Olympians and Opals than any other basketball club in Australia. After an incredible 2021/22 season, resulting in a championship win, the club set its sights on achieving its best season yet in 2022/23. After assisting the club through integrated digital marketing for game attendance, membership sales and their academy program in 2022, we developed a dedicated strategy to secure 2023 as the most successful year in the club’s history.
Our Approach
When strategising for the campaign, we had three main objectives. To increase memberships, game attendance and academy program sign ups.
To encourage the rapid growth the club experienced in memberships throughout the season, our team enforced two strategies for targeted advertising on Meta. One strategy was centred around targeting members of previous seasons, to encourage them to renue and relive the excitement of the championship season the year before. The other was targeting a wider audience, based on location, interests and lookalike features to the established member base, these involved messaging surrounding the benefits of membership, packages, pricing and other general information. Our team also ensured these audiences were retargeted through remarketing to drive as many conversions as possible.
To increase game attendance and ticket sales, our team developed a strategic remarketing campaign to engage an already warm audience. The creative and copy was centred around the club’s core offerings, those we found to be most compelling when assessing results from the previous year. These ads featured the affordability of the tickets, the certain family fun and opportunity to meet the players at each game. Demonstrating the tangible benefits of attending a Boomers game and stressing more towards the ‘family entertainment’ benefits and away from general sports. Our team established copy that was concise and direct, with each ad centred around one message only. We also implemented flexible budget options to prioritise some home games over others depending on the client’s goals.
When developing the strategy for the Boomers Academy program, our team chose to target two different audiences. One being parents and the other being Boomers fans or their lookalike audiences. These targeted advertisements featured imagery and messaging that heroed aspiration and fun for attendees.
The Results
Over 35,000 unique visitor visits
Over 483,964 impressions
Low CPC of $0.54
Highest volume of memberships ever sold