The Challenge
The global pandemic stopped the world as we know it, and sport was hit hard. The UFC was no exception to this.
With no events planned, the challenge was to keep our audience highly engaged, continue retention and acquisition of UFC Fight Pass, and ensure a monetisation strategy was in effect.
The Solution
In the early stages after events were stopped, multiple content pillars were established including Home Workouts with Athletes, and “Catching Up With…” lockdown interviews. However, huge success was found by diving into the UFC archives and sharing classic moments in history. This campaign was known as UFC Era.
UFC Era was a truly global campaign primarily created for Facebook and Instagram, looking at key fights, memorable moments, unforgettable rivalries and much more.
Multiple forms of content were created with everything from 3min+ videos, to IGTV, to short-form content, all designed to capitalise on fans spending more time at home on their devices throughout this period.
The Results
The campaign, and the period throughout the initial pandemic proved to be one of the strongest periods for UFC social of all time.
Globally, the UFC Era campaign saw over 2bn impressions and 800m video views. In ANZ alone, we saw over 40m video views, 90m impressions, 400k interactions, with a dramatic increase in followers.