DOUBLING CONVERSIONS AND ROI OPTIMIZATION THROUGH GOOGLE ANALYTICS 4

Challenge

Revamp ESPN Latam online platforms to monetize traffic in their website and ESPN Play APP inline with their short term strategy of becoming a standalone content provider.

Understanding this paradigm change, we work together with ESPN to develop 5 different ¨Archetypes¨ consumer personas that represent differents way to consume sport.

Creative Outcome

It’s not any more only about branding, we have to conquer +100M sport fans across Latin America to get them to pay for ESPN in a near future. We develop not an idea, but a framework. We acted as guardians of the strategy and business plan.

Media Approach

We launch a new creative campaign for each event: 4 Majors UEFA Champions League, Super Rugby, Copa Sudamericana, Clásico de España, etc.

For each one there is one creative concept and 4 different approaches for every consumer persona (Archetype).

For each one there is one creative concept and 4 different approaches for every consumer persona (Archetype).

For each one there is one creative concept and 4 different approaches for every consumer persona (Archetype).

Key Business Results

For each one there is one creative concept and 4 different approaches for every consumer persona (Archetype).

+35%
video views
in espn.com within the first year of the framework

+17%
increase in ROAS
monetizing traffic in espn.com and ESPN Play App