Phumelela, South Africa’s leading betting operator, teamed up with Ads24 and Soccer Laduma to expand its in-press betting vertical – Soccer 6, giving Soccer Laduma fans Soccer 6 fixtures and content

digitally and in print.

CASE STUDY AT A GLANCE

PHUMELELA SOCCER 6 MULTI-PLATFORM CAMPAIGN SHOWCASE

THE TEAMS THE GOALPOSTS THE FIELD THE GAME PLANFLEXIBILITY THE SCORE MATCH CENTREPREMIUM DISPLAY ADS

THE TEAMS

THE GOALPOSTS

PHUMELELA SOCCER 6

ADS24

To create exciting betting opportunities for South African soccer fans.

Our innovative, 360 degree, multi-platform campaign included a user interface for fans, and incorporated innovative and flexible platform techniques to get fans on the field.

INNOVATIVERESULTS-DRIVEN

MULTI-PLATFORM

THE FIELD

INCREASE PAGE VIEWS

INCREASE THE VIEWING LENGTH

INCREASE CONVERSION

FLEXIBILITY

Live data analytics

Audience participation opportunities

Live campaign optimisation

Live campaign element monitoring

Easy asset movement

THE GAME PLAN

We integrated bespoke editorial content in print and digital media with weekly press, digital content, social media, video content on Soccer Laduma TV and Facebook, and premium display ads to maximise brand impact and drive traffic.

In print Weekly betting features

Online Soccer Laduma content migration based on engagement and relevance

Social mediaBespoke content led to online content

Audio visualFact: 1 in 4 Soccer Laduma fans access betting and gambling video content

Digital advertisingPremium display ads • Brand impact• Drive traffic

THE SCORE

The scores were phenomenal from kick-off in August 2016 to match end in April 2017.

Betting Tips articles had the highest month-on-month audience engagement and reengagement.

41,356 video content views.

comments across Facebook & Instagram6,750earned

shares and retweets.583

9 millionPage impressions from August 2016 to April 2017.

Soccer 6broke into social media newsfeeds

with earned,not paid, media.

PREMIUM DISPLAY ADS

Our premium display ads saw an overall click through rate that was twice national average. December & March were the best performing months.

BESTPERFORMING AD 2,92%

AVERAGE CLICKTHROUGH 6,6%2017

MARCH

AVERAGE CLICKTHROUGH 0,48%TOTAL

2016DECEMBER

2 X THE NATIONAL AVERAGE

MATCH CENTRE

Match Centre, a bespoke betting button for Soccer Laduma online, became an appointment view for fixtures and betting opportunities.

It worked so well, we had to press pause.

APPOINTMENT VIEW

3RD HIGHEST ENGAGEMENT

AREA

NICHED CONTENT

AFTER 8 WEEKS THE SOCCER 6 WEBSITE WAS UNABLE TO HANDLE THE TRAFFIC VOLUME.

MATCH CENTRE

WINNING

INTEGRATED

INNOVATIVE

MULTI-PLATFORM

The campaign proved how a multi-platform approach can positively impact both the brand and our readers.

IT’S A WIN-WIN