Client Summary
Blueclaw developed a campaign for Celtic FC that created a range of engaging branded content and generated high volumes of traffic via social media for the club's season ticket microsite, as well as positioning the club as a social media innovator within the industry.
Project Brief
The primary objective of the campaign was to increase season ticket sales via social media over a three-month period.
Other stated aims were to:
- Create social media engagement around content to highlight the brand as an innovator of Social Media in football industry
- Add value to the Celtic FC brand – specifically the existing #beceltic campaign
- Create new and engaging content for the brand that can has a lifetime value and can be recycled for future Social Media activity, campaigns and the proposed season ticket site/page
- Provide Celtic FC with retrospective learnings and experience of launching a Social Media campaign in order to help improve future processes/strategies.
Strategy Implementation
The campaign strategy was designed to utilise Celtic's primary social media channels: Facebook, Twitter and YouTube.
The campaign involved the creation of eight powerful, emotive, fan-based videos to highlight the most positive aspects of Celtic in Europe, the SPL, domestic cups, club life and club history. Videos were seeded via YouTube with CTA to drive users to the www.celticfc.net/beceltic website.
Social media updates were then used across all channels to help promote the video content and drive traffic to the /beceltic website. A competition supported the campaign by offering eight weekly prizes and one grand prize for entrants.
Results
The campaign resulted in a massive uplift in traffic from social media channels to the campaign microsite, with 72% of all visits via social media - a total of 83,346. The campaign also reached 22.6 million Twitter users and generated 7,311 Tweets, as well as reaching 68,224 Facebook users and generating 19,636 Likes. In total the competition gained 1,344 entries.
72% of all sales from campaign
83,436 visits to season ticket site
19,636 Facebook Likes
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