Wanting to kick off the season with a bang and sell 19,000 tickets for their first two big fixtures, Wasps came to us for a creative campaign and a strategic media plan across both offline and digital. We delivered that and more.
For the campaign, we developed a creative concept and an integrated marketing strategy. The campaign was a success. We reached nearly 2 million people, driving ticket sales at an ROI of 2.33 – sales of £93,000 against a budget of £39,000. However, when the activity kicked off we noticed critical issues with the UX and attribution of the Wasps website, particularly between Wasps and their ticketing system.
This then led to a second project to tackle these issues. Their website and ticket system didn’t talk to each other. This meant it was difficult to understand the customer’s purchase journey and to truly attribute which piece of marketing a ticket sale came from.
We set-up cross-domain tracking with the support of a new third-party supplier, and added a wide range of event triggers to monitor how and when customers interacted with the two sites – all in a GDPR compliant manner.