We worked with Ultimate Fighting Championship (UFC) - the largest mixed martial arts company in the world - to promote UFC 229 in Europe.

Tonight! Khabib Nurmagomedov and Conor McGregor come face to face for the first time at the #UFC229 presser! Watch it LIVE here!

Posted by UFC on Thursday, 20 September 2018

UFC 229

We worked on UFC 229, which was later crowned the biggest fight in UFC history. Our aim was to drive awareness, interest and viewership for the fight between Conor McGregor and Khabib Nurmagomedov.

Growth strategy

We targeted audiences through demographic and interest profiling by using the hashtag #UFC229 to promote video footage and static images. This audience was also given behind-the-scenes access, a tactic used to drive engagement and consumption of content.

View this post on Instagram

The first face off *🔊 On* #UFC229

A post shared by ufc (@ufc) on

Marketing channels

Having tested campaigns for UFC on a number of social and display networks over time, we identified channels that were best suited for particular objectives. For this campaign, Facebook and Instagram were identified as the channels that would yield the best return on investment. By using both Facebook and Instagram, we ensured content would reach both existing fans and a wider audience of people who may be interested in the fight.

Real-time creative

Content was updated frequently to ensure the top performing creative variations were used to maximise the campaigns’ engagement. Data was monitored in near real-time to ensure the campaign was running at its best capability throughout its duration.

UFC 229 was one of the biggest fights in UFC history, and with such high expectations, fans were looking forward to a big show. Our expectations for the campaign were also high, and results did not disappoint!

  • Reached over 2.3 million users throughout the course of this campaign.
  • Received 1 million engagements on posts.
  • Cost per engagement costing less than £0.006.

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Improved targeting and superior ad quality drives more clicks, which platforms reward with lower costs per click.

Engage more fans

Exclusive footage, combined with smarter targeting, delivers more interesting sports content to fans at scale.

Stop wasting money

We eliminate low performers, refine targeting, and reduce CPCs to save you money, while increasing viewership and sales.

Improve conversion rates

Testing and refining ad copy, landing pages, and conversion paths to eliminate barriers, grows sales per user.

Reach more customers

Mining data allows us to identify new avenues to acquire fans or increase ticket and merchandise sales, while minimising risks.

Earn fan loyalty

Devise smarter marketing strategies that your fans value without seeming intrusive or irritating.

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