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.
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.