ABOUT

Campaign brief:
NBA Global Games London 2018 Ticket Giveaway.
The Honey Partnership was briefed by JBL UK to create a social, mobile and digital content campaign to support a Meet and Greet they had organised with an NBA legend on Thursday, 11th January 2018 in the O2 Arena showing Boston Celtic vs Philadelphia 76ers.

JBL’s plan was to give away 4x2 tickets on social and in-store.

The brief was to create awareness and engagement for this activation by generating click-through rate to the landing page using creative social content and social platform lead ads.

Objectives:
Creative awareness of JBL’s affiliation with the NBA to the UK audience.
Create engagement round NBA game for JBL brand and JBL ambassador Meet and Greet.
The target for sign-ups to the competition was to match last year, which achieved 1070.
A benchmark for the number of impressions was 250,000.

Budget:
Overall Budget was £20,000 for all content and paid social services.

Target audiences:
Males/females aged 18-35 with the following interests: basketball, sport, O2 arena, JBL. This overlaps with the JBL demographic Honey has outlined in their social playbook that typically included males/females aged 18-35 interested in music and lifestyle who are UK based. But this brief moved more towards a sports lifestyle audience.

Strategy:
Leverage social media platforms and smart creative content to increase awareness, engagement and leads from a hyper-relevant audience. We integrated the creative strategy with used innovative tech and new social platform features to reach and engage the target audience because they consisted of more tech-savvy and avid social media users.

Implementation and creativity:
Messenger Bot for engagement.
The Messenger bot was built to engage NBA fans with the JBL UK brand, through a fun and simple chatbot. It allowed users to enter the competition by typing ENTER into the comment section.

The creative was a simple cinemagraph video with enticing calls to action in the copy. This then AUTOMATICALLY linked them to a JBL Messenger bot, which asked users to send the basketball emoji to enter the competition and engaged with the fans with playful copy (including interactions about the teams). This also allowed us to broadcast messages to them at a later stage.

The purpose of this Messenger bot was to ENGAGE fans with direct messages, as well as entice entries.

Instagram stories for awareness.
Engaging animated creative was used to build awareness of the activation. Opening with a dramatic “ball smash” on the screen meant that many people watched til the end, the second frame with basketballs bouncing over a birds-eye scene of London saying 'The NBA is in town', the third frame of 'Curry's at PC World' on 'Oxford Street' overlayed a scene of Oxford Street, and the last frame of a player holding a basketball with copy: 'Meet an NBA Legend".

And Live Instagram stories to keep them engaged that consisted of posts of the ticket holders with the NBA legend and filter with finger pointing and stating 'Legend'.

The live Instagram story received, on average, 414 impressions across the posts. On average only 14 followers would swipe away (showing good retention rate).

Posting short, snapping content that is relevant to the UK audience was important for this (and also ensuring that the content is interesting for non-basketball fans as well to cater to JBL’s regular audience).

Facebook lead ads generation to drive ticket sales.
Lead ads were very cheap for the reach achieved due to three things:
1) The prize. 2) The targeting. 3) The clear creative.

Snapchat filters for awareness.
Simple and clear creative in line with the activation event consisted the clear Snapchat filter.

The Facebook lead ads did very well. Our benchmark for cost per leads are around £1, so to get leads through lead ads at £0.40 is very good. Keeping copy very clear and using CAPS in the CTA button were effective.

Results and evaluation:
The key mechanic for this campaign was based on winning something fans really wanted. The prize and NBA niche isn't a very saturated audience on Facebook in the UK, making overall advertising results very low in cost. This was very much a “SLAM DUNK” all round

Client Testimonial:
"Honey implemented a very impressive social creative campaign to support our sponsorship opportunity with the NBA in the UK.

The overall strategy was exactly in line with our brief and we are very pleased with the results - particularly the use of new technologies such as the Facebook Messenger bot to entice engagement from a new, sports-focused audience.

The whole campaign felt very cohesive and was a SLAM DUNK for the awareness, engagement and lead-gen metrics we set.”