Results and Effectiveness

With the campaign the number of unique visitors grew by 200% and their repeat visitors grew by 600%. This growth resulted in a 2 fold increase in the website traffic; making the site more salable by the sales team in the respective markets. Based on trend analysis available from the site analytic tools and our internal methodology; the traffic from the paid search campaign continues to return back every month. The ROI from the campaign is at positive 36%

Creative Execution

Using paid search the campaign strategy was to pick up relevant & high involvement sport events from the given countries and build a targeted campaign to provide latest event details which were unmatched by their closest competitor. We used both paid search as well as the contextual network available with the search engines. By cherry picking events that are of high interest to local audiences i.e Cricket & Football – India, Football, and F1 & Golf for South East Asia Markets. The campaigns drove traffic to the pages which offered live content from the sport event such as live scores or live video feeds.

Insights, Strategy and the Idea

ESPNStar is synonymous with sports tv broadcasting and is now wanting to strengthen its online presence with the ESPNStar.com website. A lesser known website in the online space, ESPNStar is struggling with building its viewership online while at the same time ensuring that the viewership online is monetizable. The challenge is 2 pronged: a) Get the online sports audience to visit ESPNStar.com over other competitive players and ensure they stay with ESPNStar b) Generate enough page views to help advertising sales team to grow revenue