The Mobile Premier League.
Fantasy Football For All
In December 2020 the strategic focus of the popular e-sports platform turned from raising brand awareness towards increasing the number of Fantasy Football gamers on their app. Up until that moment MPL had targeted casual gaming audiences in Indonesia to increase users. In order to promote the Fantasy Football game on their app they shifted their target towards a much more specific segment: football fans.
In order to get MPL’s brand associated with football video content, we ran pre-roll video before match highlights and interviews. Longer videos with user testimonials were used across social channels such as YouTube and Facebook to increase brand advocacy for MPL. We wanted to increase brand recall, so bespoke ad units for MPL across specific football related websites were created, we bought takeovers of the football section and customized league tables and score cards. To increase contextual relevance, we bought weekend takeovers on credible football sites such as Indosport, Detik Sepak Bola during high interest football games. To reach the defined target audience in Indonesia, our team ran high impact and high frequency buys across top 5 football sites & apps in Indonesia; Goal, Indosport, Bola.com, Bola.net and Detik Sport. The video campaign combined short and longer form video ads which were placed across several channels to amplify top of mind recall.
Increase in Fantasy Football app installs
Impressions with 10 million completed views
Increase in Facebook SOV