The Challenge:
2020 saw 10 years since the UFC’s first ever event held in Australia. A campaign was needed to promote this historic milestone.
Solution:
A six-month long campaign was created to promote the anniversary, called A Decade in ANZ.
The campaign was designed to celebrate a decade of events in the ANZ region and build brand affinity amongst target audiences, create high quality, nostalgia filled content, and create positive conversation and engagement with fans.
In addition, A Decade in ANZ was designed to drive retention and acquisition of UFC Fight Pass, as well as drive revenue through monetisation on Facebook.
The campaign featured throwback content, videos, interviews, imagery, and a bespoke range of merchandise available to purchase from the UFC Store.
Results:
The campaign was an incredible success seeing huge use of the hashtag #UFCANZ10 from fans and athletes, 50m+ video views, 100m+ impressions, and 20% increase in Facebook monetisation YoY.