RTE : GAA GO
Headline/Reason Worth Sharing
RTÉ and GAA share a common audience who have a passion for Irish Sport, Irish teams and a love of the national games. In 2014 RTÉ created a partnership with the GAA to harness the passion of the Irish diaspora.
How the Work Meets Brand Ideals
The purpose of our research, in terms of publishers and networks, was to gain a deeper insight into where our target audience would be most susceptible to our message. We also needed to know where our target audiences were most likely to consume content. The main challenge of this was trying to ensure we balanced relevance with reach. RTÉ invested significantly in research and analytics to best understand this market. They commissioned independent research, conducted on-site surveys and used desk research to estimate the market potential. This was coupled with Vizeum’s CCS which allowed us to quantify the audience and better understand their media consumption. This research not only helped us to establish valuable insights, but also allowed us to ensure our campaign was run in line with RTE brand ideals
The main challenge of this was trying to ensure we balanced relevance with reach. RTÉ invested significantly in research and analytics to best understand this market. They commissioned independent research, conducted on-site surveys and used desk research to estimate the market potential. This was coupled with Vizeum’s CCS which allowed us to quantify the audience and better understand their media consumption.
Insight and Strategy
Fergus is 28 years old, educated, professional, recently moved overseas. He’s passionate about his sport, his county and his mates.
Jimmy emigrated 15 years ago. It is important that he can share the GAA experience with family and friends at home outside of traditional Irish pubs and clubs.
Dave passively supports his county and will watch the occasional fixture with his county. In particular he will watch his county’s finals and maybe semi-finals and quarter-finals.
With two subscription routes available; annual subscription and pay per view, we developed a phasing approach to our messaging that allowed us to maximise revenue.
We front weighted the season pass messaging at the start of the campaign and then pushed specific fixtures PPV as the championship ran on.
Given the limited budget available and the scale of the task, we needed to be highly focused to minimise wastage. We built a 100% digital campaign which would enable us to reach our different audience segments cost efficiently and drive the revenue generated. Learnings were also shared from a creative stand point. As A/B testing was a huge theme throughout the campaign, we were able to use results to improve creative and messaging across other channels.
Once our target audience was established we began prospecting this audience with two core goals in mind. The first was to get users into the conversion funnel. The second goal was to use these visitor pools to create lookalike audiences for targeting from both a social and display point of view.
From here we took a number steps to ensure we maximized acquisition. We utilized dynamic retargeting to serve our target audience with a more relevant and timely message. We also A/B tested standard retargeting messages in order to finely tune our messaging.
Utilising Desktop and Mobile: it was vital we utilised both platforms to engage our consumers where they interacted with the internet.
Impactful formats: with limited budget we needed to ensure we cut through with every placement.
Agility with our budget planning: through knowledge of seasonality, learning’s from each territory etc. we were able to move spend to the best performing platforms and areas.
Utilised testing partners: we constantly carried out A/B testing on creative to ensure optimisation.
Maximised RTÉ assets: to optimise awareness and content relevance.
Irish Content Sites: to ensure we minimised wastage.
Due to constant campaign optimisation ‘Cost per Unique Reach’ was a tiny €0.02,
demonstrating how incredibly well targeted and cost efficient the campaign really was. We delivered an average transaction conversion of 7.6% (11.5% in RoW) far exceeding expectations. Video was a powerful tool for this campaign and we exceeded the industry norm for full 100% video views on You by +33%. AMNET activity delivered a €3 cost per sale – a record low for the GAAGO campaign. Paid for media delivered an incredible €1.74 return on investment in the first year.
“This campaign delivered the precision targeting required and exceeded our expectations in terms of efficiency and cost effectiveness. The tactics adopted undoubtedly played a significant role in developing GAAGO as a recognisable sports streaming brand amongst Gaelic Games fans at home and abroad.”
Karl O’Shaughnessy, Marketing Manager, GAAGO