Case study: Women’s cricket tournament

Women’s cricket tournament

Brand challenge

  • To drive awareness and tickets sales of a women’s cricket tournament in Australia.

Highlights

2.9m
impressions

69%
overall footfall uplift

Solution

Blis utilised Audience Explorer data to identify and target toy store shoppers with child dependents at home who over-indexed for spending in toy shops:

We profiled fringe families/busy lifestylers by collecting devices seen at school drop offs, outdoor sporting locations, cricket ovals, sports ovals, cricket live games, parks, beaches, toy/parenting stores, commercial buildings and gyms in the last 12 months + P44+ overlay, 3+ people
in the households.

Solution

Blis utilised Audience Explorer to build and dynamically activate the key audiences below:

We profiled cricket superfans by collecting devices seen at seen at outdoor sporting locations, sports ovals, cricket live games, parks, parenting stores (in the last 12 months) AND overlaid with + P20 54.

Solution

Blis utilised Audience Explorer to build and dynamically activate the key audiences below:

In addition, we profiled people watching Australian cricket by collecting devices seen at outdoor sporting locations, sports ovals, cricket live games, parks, parenting stores and overlaid with Roy Morgan’s statement "Been to a WBBL match in the last 12 months" Helix Personas (505, 103, 205, 209, 604).

Solution

Blis utilised Audience Explorer to build and dynamically activate the key audiences below:

These groups were also targeted when at home as well as in 25km proximity from the women's cricket grounds in Melbourne and Canberra.

Results

2.9m
Impressions
12.1k
Clicks
0.41%
Overall CTR
69% overall footfall uplift
1.9k Unique exposed footfall
visits
$17.12 Cost per visit

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