Connecting DAZN with Hardcore Football Fans
How We Did It
Reaching sports fans at multiple touchpoints across the customer journey
A focus on growth
Driving free trials and subscriptions of DAZN in Canada at an effective CPA rate
Telling their story
Positioning DAZN as a best-in-class sports content streaming service
Our brand awareness has not only gone up en masse, but when tracked specifically against NFL and soccer fans, that awareness has grown exponentially.
John Zak Usher, Head of Marketing, DAZN Canada
Searching for subscriber growth
Canada-based DAZN is a global sports broadcaster and streaming platform, serving an audience of hardcore sports fans. Three years post-launch, DAZN was seeking subscriber growth, and turned to Canada’s most popular sports site — Yahoo Sports.
The plan comes together
Ready to make a big splash across paid, owned, and earned channels, DAZN teamed with us to promote their offerings across Yahoo Sports Editorial and Yahoo Ad Platforms. Together, they launched a branded content campaign including “The Lineup” — the first Canadian football podcast for the NFL. The campaign also included “More Football,” a video production with DAZN audio and visual integration.
A smashmouth success
The DAZN team tracked subscriber growth, along with campaign-specific KPIs such as clicks, impressions and engagement. All CTR and CPA results exceeded campaign benchmarks, but the campaign went beyond just spreading awareness. By understanding and connecting with their audiences, DAZN succeeded in driving conversion through content, meeting their subscriber goals for 2020.
The most important thing was the organic pieces. Some advertisers push products into components that don’t feel real, and this felt really real. It felt amazing.
John Gerontzos, VP Group Account Director at DentsuX
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