Melbourne City FC

Increasing club memberships & ticket sales

Project Overview
Through an omni-channel Digital Marketing Strategy, we utilised insights from previous seasons to capture, engage and convert new & existing audiences.
Services we delivered
Google Search
Facebook Advertising
Display Advertising
YouTube Advertising
LinkedIn Advertising
The Challenge

We recognised that the A-League attracts a very diverse fan-base, and within Melbourne there is intense competition amongst sports fans, who are all seeking different things out of their relationship with Melbourne City FC.

Murmur was tasked with increasing the Season Memberships and Match Day ticket sales for Melbourne City FC. Reaching Audiences through different channels, converting old & new fans and helping to build awareness and conversions for the club.

Our Solution

Tiered match system

Implementing tiering of matches into different grades, with different budget & flighting our spend behind each tier allowed us to phase the budget most efficiently.

We utilised First-Party databases, and geographic demographics from the previous season, to refine our targeting and bolster our prospecting of new audiences.

We created engaging HTML5 Display ads and served them programmatically alongside YouTube ads to reach Top of Funnel audiences, who later converted through our Socials and SEM advertising. Different creative and ad formats were served to these audiences, changing based on their stage in the customer journey.

The Results

An increased social presence

Increase of Purchases
4000 %
Increase of Interactions
700 %
Increase of ROAS
500 %