In May this year, the Western Bulldogs and People’s Choice executed a branded content and digital campaign to support a People’s Choice promotion which offered $50,000 off the home loan of one lucky customer.
The centrepiece of the campaign was a solus EDM and video content piece, which, through promotion across social media channels and digital advertising, achieved excellent results for the partner.
After a planning process, the Club facilitated star player Josh Dunkley to conduct a ‘roaming’ video segment on a training day, where he asked his team-mates what they would do with $50,000.
The content resonated strongly with members and fans, gave insight into the Club’s players, and delivered an objective for the partner.
The video was amplified on the Bulldogs’ social media channels and through digital advertising, and was included in an EDM to the Club’s database, which detailed the home loan offer.
The campaign had a direct and strong impact for People’s Choice in terms of leads and customer interest. Some of the results are summarised below:
- 165 home loan application starts.
- 11 home loan application submits.
- EDM bounce rate of 36.18% (the lowest compared to any other campaign which was running in parallel).
- Average time on page of two minutes and 35 seconds.
- 97% new users.
The partner collaboration with organic player content drove incredible results for the partner, which highlights the effectiveness of organic branded content which resonates and engages with the Bulldogs’ audience.
