This campaign was all about creating transactions for season tickets and producing a precisely accountable return on investment.

‘We are one, we are Bluebirds’; using Cardiff City FC’s emotive messaging to engage potential season ticket holders we deployed a highly targeted, low budget, Facebook campaign.

To begin with we had to establish the target audience for this kind of purpose. Through previous market research and Cardiff City FC’s recommendations we set up a campaign to test three separate groups.

Facebook is fantastic at breaking down audience groups and its interface allows us to run multiple sets of the same adverts simultaneously for easy comparison and study.

The three groups we targeted were students, families and CCFC fans. And we set a strict geographical range of 40km from the city centre to allow for commuters and fans from outside the city – but avoiding Swansea City AFC territory!

A huge majority of the audience clicked-through and purchased using mobile. The creative used for this worked well on phones, but this has helped us to advise and refine how the adverts are deployed to ensure they favour mobile devices for future campaigns.

This close targeted approach started to deliver good results and we started to see click-throughs on the adverts leading to purchases via careful tracking. However, this over-targeting started to lead to a decline in conversions as the members of the specific audience groups most likely to convert had already done so. Therefore we trialled an expansion of the targeting to include all adults (21+) within the same geographical area.

This not only continued to boost conversions, but allowed us to gather data on those most likely to purchase season tickets in this way.

Facebook delivers the results of campaigns in a diverse set of categories, allowing us to build up a good picture of the audience.

From our post campaign analysis we determined that the majority of ticket sales (49.5%) came from men aged 18 – 34. This was expected as it is a key demographic for the club. We also saw a higher average purchase value for women, which means they were more likely to buy extra tickets for friends, partners or family. Both valuable statistics for future targeting.

A huge majority of the audience clicked-through and purchased using mobile. The creative used for this worked well on phones, but this has helped us to advise and refine how the adverts are deployed to ensure they favour mobile devices for future campaigns.

The ultimate goal of the campaign, and the most important statistic, was an increase in sales figures. And the campaign delivered, creating 107 individual transactions, providing Cardiff City FC with a staggering 2,953% return on their investment.