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How relevant global targeting enabled FOX Sports to reach 600 million people in 2 weeks

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About Fox Sports

FOX Sports is the umbrella entity representing 21st Century FOX’s wide array of multi-platform sports assets. FOX Sports is known around the world as an innovator in the areas of live sports broadcasting, news and presentation. Available in 88 countries, in 216 million homes, and 8 languages. FOX Sports currently holds broadcasting rights to the German Bundesliga in over 80 territories. Kindred is a London-based agency that creates and executes strategy and ideas for clients, connecting them with the people that matter.

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The Challenge

Analyse and engage football fans at scale following the Bundesliga’s annual winter break. The target was to reach 300 million people on social media in two weeks.

The Solution

Audiense was used to segment, build, and target a relevant audience of football fans. Strategic insights were delivered on the audience reached, to inform wider marketing strategies in the future. Follow-up workflows scheduled with Audiense allowed personalised organic communication depending on multiple variables for each person engaging with the campaign.

The Results

  • 600 million people reached on social, double the campaign target
  • Over half of those engaged with the campaign DIDN’T already follow a Bundesliga team, so a new relevant audience was identified for ongoing marketing efforts
  • Hashtag used 4,700 times (excluding Likes and RTs), all users analysed in Audiense
  • Over 50% of the Tweets contained original material created for the campaign
  • Over 200m organically reached on Twitter
  • Over 80 pieces of earned media in sports publications
reached organically via twitter
reached on social media
pieces of earned media
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“Audiense ensured that this campaign could be responsive at scale, it was vital that results were quick, accurate, and acted upon. Audiense provided strategic insights on the people who FOX Sports was connecting with, and how to connect with them in the future.”
Mark O’Marketing - VP Sales & Marketing, Xappp

Jared Shurin
Planning Director Kindred

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