Launching a Sports Tipping App – Integrated Digital Strategy That Scaled Performance
Launch a new sports tipping app into the market ahead of the AFL season, leveraging Paid Search and Paid Social to build rapid awareness, capture high-intent traffic, and drive qualified user acquisition.
Objective
One of the challenges we faced was delays in the App build and the client’s wish to go live before the SDK was implemented, which limited our capacity to target and attribute on Meta, and required us to roll out channel activations ‘on the fly’. Another challenge was the zero credibility the app had, being new to a cluttered market.
Campaign Strategy
By uploading the brief, including objectives and audiences, into our planning engine (Lablogic), we developed a focused Social and Search strategy that addressed each stage of the funnel. Paid Search was used to capture intent and drive efficient acquisition while Paid Social, Google App Install, and PMax were employed to build awareness and drive conversion among broader AFL-interested audiences.
- Search
We created a campaign architecture that included generic and branded keyword groups to maximise relevance and visibility. High-performing terms such as “footy tipping” and “AFL tipping app” generated strong CTRs and competitive CPCs, helping to acquire users efficiently from the start. PMax extended our reach across YouTube, Gmail, and Display and provided a comparison to Search for conversion cost. - Social
Meta was the primary channel for social, while Reddit was tested for engagement within AFL communities. We set up the campaigns for creative testing across interest-based and behavioural audiences. We tailored campaigns to AFL and broader sports fans and re-engaged previous engagers using remarketing strategies.
Campaign Optimisations & Recommendations
- Performance Reallocation
We identified channels with high acquisition costs early in the campaign (such as Reddit) and shifted budget away from these into higher-performing platforms such as Meta. Reddit activity remained live due to the niche nature of its audiences and the value in building awareness across these potential advocates of the app. - Creative and Audience Optimisation
On social, video creatives significantly outperformed static formats, especially when supported by messaging around competition, community, and rewards. We asked the client to create more video assets to leverage this, and adjusted creative rotation to prioritise top-performing assets. We also introduced stricter geo-fencing to hone in on the locations with the highest density of AFL fans to minimise wastage. - Campaign Structuring
Initially the campaign conversion events were site sign ups due to the delay in app launch, which was quickly built upon with separate app-install campaigns as soon as possible. Once the learning phase was over and we were confident of the app-install efficiency we reallocated all budget to these campaigns. - Strategic Testing
We introduced new audiences and placements throughout the flight, expanding reach and uncovering performance opportunities. These included layered AFL fan audiences, social engagers, and re-marketing pools. - Seasonal Recommendations
Our team advised on creative and messaging shifts tied to key AFL calendar moments, boosting relevance and ensuring the brand remained top-of-mind during high-interest periods. - Platform Maturity
We enhanced campaign structures with learnings around keyword refinement, bidding adjustments, and audience prioritisation, helping set up the account for ongoing investment and YoY growth.
Agency Impact
Our media team brought together strategy and tactical execution to build a framework for sustainable performance growth. Key contributions included:
- Rapid in-flight optimisation based on platform-level performance, resulting in an average cost per app install of $15.43.
- Audience and creative insights that improved conversion efficiency
- Scalable campaign architecture designed to support seasonal bursts
- Strategic guidance that aligned media performance with longer-term business goals’
The result was a launch campaign that delivered immediate results, while close monitoring of each performance allowed for quick change improvements during the campaign.
The campaign also provided learnings about audience engagement and creative assets that will provide a solid springboard for future successful campaigns.
