Our journey with the Ultimate Fighting Championship (UFC) started in 2014.
At that time the UFC was a popular and established rights holder in the US, building mixed martial arts into a globally popular sport.
While there was interest in EMEA, the UFC’s social media audience was under-developed, with all online media dominated by US events. They also had little understanding of these audiences or how they could be engaged to increase revenue.
So we embedded two staff within the EMEA team, implementing a social media strategy that focused on the promotion and sales of their events in this market, as well as drive audience growth and engagement.
To date we’ve delivered social media activations and digital content for a total of 16 events including: (in 2014) London, Abu Dhabi, Berlin, Dublin, Stockholm, (in 2015) Stockholm, Krakow, Berlin, Glasgow and Dublin, (in 2016) London, Zagreb, Rotterdam and Hamburg, with Manchester and Belfast scheduled for the remainder of this year.
During our 2 years at UFC our role has covered a broad range of digital services including content strategy, planning and delivery, social media management, SEM, budgeting and target setting, consultation on 3rd party platforms, paid campaign planning and execution, email marketing and data acquisition, as well as monthly reporting and the research and development of country expansion plans in key markets.
We’re particularly proud of the local content formats developed around events that have leveraged UFC talent to grow and engage EMEA audiences, as well as our management of the UFC Europe Snapchat account during these events.
For example, Dutch UFC fighter, Gegard Mousasi, is known for being a bit of a serious individual, so we asked him to read out a few jokes to see if we could make him laugh.
We challenged American and UFC legend, Forrest Griffin, to sample the best that British food has to offer when he attended the UFC London event.