DAZN

Connecting DAZN with Hardcore Football Fans

How We Did It

True connections

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

Background

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.

Solutions

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.

Results

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