After conducing audience research work, we identified a number of key targeting groups for the fixture. This included expats from both South Africa and New Zealand living in the London Area. We also leveraged Springbok and All Black fan pages to raise awareness of the fixture among relevant audiences.

• The campaign was set to run across the course of 9 months, meaning budget phasing would be key to success. We factored this into our planning, ensuring activity was focused around key purchasing dates such as Christmas, Black Friday and large rugby events.

• We utilised event specific creatives and copy to take full advantage of these selling windows. We also regularly updated creatives to reflect the amount of tickets sold for the event, helping to create a sense of urgency among potential buyers.

• The campaigns generated a huge amount of engagement and user actions across the 9 months. We were able to use this data to create ultra specified retargeting groups, allowing us to grow more efficient at higher levels of spend as the campaign continued.