THE INFLUENCE OF NETWORKS

MARKETING DIRECTOR
DAZN VENTURES

brandjoe
brandjoe
linkedin.com/in/brandjoe
 CONTENT

CASE STUDIES

FIBA BASKETBALL FIBA BASKETBALL A LOOK AT

WORLD CUP WOMEN'S WORLD CUP THE FUTURE
QUALIFIERS INFLUENCER FOR EHF
CAMPAIGN ACTIVATIONS
THIS IS MY HOUSE
FIBA WORLD CUP QUALIFIERS CAMPAIGN
CAMPAIGN OBJECTIVE TIMH
FIBA
• Raise global awareness
that this is the start of a
new era for international
basketball
• Promotion of the FIBA
Basketball World Cup
Qualifiers
• Work collaboratively with
National Federations ,
Broadcasters & Sponsors
NATIONAL
FEDERATIONS
• Raise local awareness for
National Team playing on
home court.
• Help National Federations
maximize impact and drive
ticket sales
• Allow federations to easily
adopt and adapt the
campaign
BROADCASTERS
• Increase viewership for
FIBA Basketball World Cup
Qualifiers
• Drive content via digital
platforms
• Allow broadcasters to easily
adopt and adapt the
campaign
SPONSORS
• Increase opportunities for
sponsors to collaborate with
campaign
• Give sponsors a platform to
promote their brand and
products
• Build positive brand
association with the worlds
biggest stage for national
team basketball
THE NETWORK

FIBA IS A
PAID
INFLUENCERS
MARKETING
PUBLISHERS INNOVATOR
MEDIA
EARNED OWNED COMPARED TO
NATIONAL FEDS WEB OTHER SPORTS Endorsed by chief
PLAYERS SOCIAL
PUBLISHERS APP PROPERTIES editor of nba JAPAN
and sporting news
PARTNERS
SPONSORS editor in chief for
BROADCASTERS
AMBASSADORS
quality of content
 ASSET BREAK DOWN FOR CAMPAIGN
BROADCAST PARTNERS FIBA ACTIVATION NATIONAL FEDERATIONS BRAND PARTNERS

DIGITAL TVC SOCIAL DIGITAL PLAYERS SOCIAL INFLUENCERS BRANDED

WEB MOBILE DIGITAL SOCIAL
ADS CONTENT ADS CONTENT WEB CONTENT
ADS CONTENT

PARTICIPATION PHYSICAL ACTIVATIONS DIGITAL ACTIVATIONS

WATCH THE PURCHASE MASCOT TROPHY FAN HOUSES BRAND PODCAST FAN SHOW
GAME TICKETS ACTIVATION TOUR & ZONES ACTIVATIONS

EXPERIENCE

ON SITE ACTIVATIONS
CROWD PARTICIPATION
MERCHANDISE
JUMBOTRON
LEDS
VR
ASSETS TIMH

🏠 +🏠 =🏠 🏠
ASSETS THEIR WORK
 RESULTS TIMH
REACH

911 MILLION
IMPRESSIONS

3.07 BILLION PAID OWNED EARNED

23% 32% 45%

White 33% Gen X 22%

147 MILLION Black 8% Millennial 58%
VIDEO VIEWS Asian 31% Gen Z 13%
70% 30%
PAID/OWNED/EARNED
Hispanic 25% Boomers 7%
 RESULTS SO FAR
1800

62
1600

1400
301

1200
31
MILLIONS

1000
152
18,5
800
161 35,4

600 1210

901 298
400
616
200
319

0
W1 NOV W2 FEB W3 JUN W4 SEPT

IMPRESSIONS REACH VIDEO VIEWS

BROADCASTERS & NATIONAL FEDERATIONS
BROADCASTER IMPRESSIONS NATIONAL FEDERATION IMPRESSIONS
LEARNING
CAMPAIGNS WORK! 3+BN Impressions

PAID
MEDIA
Goal: Driving Impressions and
clicks to worldcup.basketball
Type: Banner Ads GDN
Performance: 26M Increase in
IMPRESSIONS and 30K CHF
reduction in Cost.
Next Steps: Use GDN for Banner
Campaigns vs Individual Media
Partners
HERO AD
# USE and
VIDEO
POSTS
VIEWS
Goal: Increase the number of posts
Goal: Maximise Impact of Hero Ad using #TIMH
Type: Original Story Based
Creative Performance: Lower numbers of
Performance: 15 Million Video posts in Window 3
views ( 3 X Window 2) Next Step: Please use Campaign #
Next Step: Update with W3 action
WHAT THEY SAID

WORKING TOGETHER

“ “
Great Hero Ad worked

“
Involvement
between FIBA
really well we
love the way that
“
We don't get this
from any other
and National the creative was rights holder
Federations pushed
EVENT RECAP AND KPIS
 FIBA Media created a social media promotional
campaign over the FIBA Women’s Basketball World Cup
with 6 influencers. Metric KPI
 Some influencers were mobilized to promote the event
and key games, and two influencers, Sofia del Prado Influencer 7
and Marta Fernandez, were on the ground telling their
experience through their channels. No Posts 70
 We asked influencers to tag their content with
 @FIBA #FIBAWWC Total Views 1,107,311
 Swipe ups
 This campaign serves as a small scale test ahead of the Engagement 2%
FIBA Basketball World Cup in 2019.
THE ROSTER

SOFIA DEL PRADO MARTA HELEN LINDES DEMAS6 BONE MARTA

MISS UNIVERSE SPAIN MISS SPAIN 2017
STUDENT
FERNANDEZ RUDY FERNANDEZ’ WIFE
BASKET COLLECTOR CARRIEDO
20,3 K IG FANS FORMER NATIONAL 247K IG FANS BASKETBALL STREETBALL LEGEND FASHION
TEAM PLAYER INFLUENCER IITH FIBA CAMPAIGN INFLUENCER
SISTER OF RUDY 94,1K IG FANS 960K IG FANS 540K IG FANS
FERNANDEZ
TVE JOURNALIST
15,2K IG FANS
THE ACTIVATIONS
RESULTS

EXPECTATION OUTOME  Overall views

INFLUENCERS 7 6  The recaps were well
followed and engaged
POSTS 70 137
 Sponsor giveaway reposted
VIEWS 1,107,311 1,402,392 by FIBA
ENGAGEMENT 2% 4,62%  ROI on key influencers
CPV 0.00471 GBP
2020 & BEYOND
CURRENT
STATE
A NEW BREED OF FAN

CONSUMPTION HABITS CHANGE

 Star-focused Idolise stars, follow big teams
 Socially connected, always on
 Active, don’t just watch get involved
 Smart, savvy early adopters
 Competitive, status connected to knowledge
 Younger audiences are leaving TV behind
 Europe is hyper connected
HANDBALL FANS
DEMOGRAPHICS SOCIAL KEY ATTRIBUTES ASSOCIATED
WITH HANDBALL
 65% Men 35% Women  Facebook then YouTube, when
looking at what is driving web traffic
 Above Average income (but need to be considerate of
Opportunity Strength

constantly changing algorithm and

 Above Average education marketplace)

AFFINITY INTERESTS BEHAVIORAL SEGMENTS

 Spending on sporting and leisure
goods,
house appliances
 Interests in Travel & Clothing
 Connected Fans!! Should be an
area of focus, participation and
bringing people together key in all
communications
 Low level of Avid Fans compared to
casual

NIELSEN 2017 DATA

VISION &
OBJECTIVES
VISION
REACH THE 115 MILLION FANS OF HANDBALL IN
EUROPE THROUGH BROADCAST AND DIGITAL
CHANNELS. IMPROVE ENGAGEMENT WITH OUR
EXISTING FAN BASE AND GROW THE APPEAL TO
YOUNGER AUDIENCES THROUGH INNOVATION IN
CONTENT, EDITORIAL AND TECHNOLOGY.
OBJECTIVES
Key Performance Indicators
 Digitally optimized high quality presentation
of all European Handball Events  Social Following
 Use broadcasters, media, publishers and  Video Views
influencers to drive additional promotion  Live
 Digital Content Strategy that delivers both for  Campaign
the game, lifestyle & culture  VOD
 Drive the future of the game's growth  Web Traffic
 Drive increased audiences through digital  App Downloads
channels  User Data
MEETING
OBJECTIVES
AUDIENCE SEGMENTS
Our chance to drive our messaging at scale by
Our most vital audience providing content and editorial through trusted
channels

A central part of our strategy have their own

audiences we can leverage in partnership and
span competitions

Joint efforts to drive viewership by

supporting broadcaster campaign
and content needs
As much a part of brand positioning
as activating within the competition, SPONSORS
campaigns and content

INTERNAL STAKEHOLDERS - EHF MARKETING, CLUBS ETC

OUR COLLECTIVE GOAL

PILLARS OF STRATEGY

DIGITAL PLATFORMS DIGITAL CONTENT DATA

PAID ALWAYS ON PERSONALISATION

INFLUENCERS
PUBLISHERS
MEDIA
EARNED OWNED CAMPAIGNS MONETISATION
NATIONAL FEDS WEB
CLUBS SOCIAL
PLAYERS APP EDITORIAL
PUBLISHERS
PARTNERS
SPONSORS
BROADCASTERS
AMBASSADORS
DIGITAL
PLATFORMS
 WEB & MOBILE

PAID
 Home of Handball Project
 Responsive Web
EARNED OWNED
 SEO & ASO Tactical
PARTNERS
Improvements
 Integrated media and content
approach
 Data acquisition
 Personalization
 Live Stats
 SOCIAL
Each platform lends itself to a different narrative based on the interaction, but all may stay true to the brand

PAID BRAND BUILDER STORYTELLER INSIDER CONVERSATIONALIST

EARNED OWNED

PARTNERS

Primary location for reach and building awareness Opportunity to engage fans with longer-form Providing access with exclusive behind-the-scenes Real-time, reactive and personal engagement
social content content experiences with fans
Example content
Fan shows Example content: Example content: Example content:
Live - Full & Condensed Live - Full Stories The news as it breaks
Fan Show Fan Show Beautiful photography, stats and quotes Engagement with audiences & key influencers
Generate conversations around the game VOD Team Pride and stars
Highlights
 INFLUENCERS
INFLUENCERS OFFER ASK
PAID
• High to mid profile Handball fans that • VIP tickets to events • Participate in our
span our affinity interests across • Sponsor merchandise campaigns
EARNED OWNED markets • Travel and accommodation paid for • Watch with me: Live
• Our aim will be to offer value for high level events to some stream during games and
exchanges rather than money influencers answer questions
PARTNERS • We will employ some key influencers • Subscription to OTT • Provide reactions on plays
to host our Fan Media show • Feed of our editorial content • Be part of our editorial
• Access to players (in our player content
program) • Live blogging of events
• Be available for Q&A on
livestreams and promote
the livestreams
• Promote the broadcast
 DRIVING REACH

PAID OBJECTIVES GOALS CHANNELS

• Provide additional budget to • Drive Live Streamed and • Social

EARNED OWNED support the need grow the VOD content • Search
EHF presence • Promote the broadcast • Display networks
PARTNERS campaign content • Mobile
• Drive reach and awareness • Media Partnerships
of campaign and content
• Retargeting to drive
conversion
 PLAYERS
PLAYERS
PAID
• High profile players we will
engage with on a adhoc
EARNED OWNED campaign basis
• Mid profile players are our ideal,
those that need some support,
they will be well known in their
PARTNERS country, but perhaps not great at
social media and in 8th man
territory on the bench
• Low level players will come once
we have a idea of how the
program performs
OFFER TO PLAYER
• Media budget to boost their
content and growth
• Social media manager to help
grow their audiences organically
on social which would include
some content creation (remotely)
• Social media workshop on how
they can manage their social
channels more effectively
• Access to influencers
• Highlights via auto clipping
ASK OF PLAYERS
• Post content that drives the EHF
agenda at least once a week
• Be available for interviews
• Provide player reactions on plays
• Be available for Q&A on
livestreams and promote the
livestreams
• Promote the broadcast
• Be part of a dedicated schools
program
• More TBC
 CLUBS // FEDERATIONS // BROADCASTERS
FIBA & USA Basketball

• Providing clubs,
PAID broadcasters with branded
social media assets and
content for use around
EARNED OWNED competitions Example content

• Assisting clubs with

PARTNERS content they need / want -
e.g. ticket sales promotions
• Enabling EHF and
stakeholders to mutually
benefit
• Reach fans with brand
messaging where they are
most engaged
THE FAN JOURNEY
AWARENESS DISCOVER ENGAGE PURCHASE/USE BOND ADVOCATE

EHF is the best place for Handball it has the best

Follow the players and teams. Understand the rules Buy tickets to games you can attend, subscribe to Take pride in your team, learn about them and be Share your experiences and tell your peers. EHF is
HANDBALL OBJECTIVES players and teams in the world. Handball is cool, Watch, comment, like, share. Play the game!
and the competition. OTT or Broadcaster platforms. part of their story. the best place for handball.
you should watch and play.

SOCIAL ☗ ☗ ☗ ☗ ☗
FAN MEDIA ☗ ☗ ☗ ☗
BROADCAST / LIVE ☗
PAID MEDIA ☗
PUBLISHERS / MEDIA ☗ ☗
WEB / MOBILE / EMAIL ☗ ☗ ☗ ☗
EVENTS
☗ ☗ ☗
CONTENT
CONTENT

HERO HUB HYGIENE

EXCITE AND AS INTERESTING HOW TO’S AND

ENGAGE FANS TODAY AS IN 2 CAN’T GO WITHOUT
YEARS
Campaign content Mixtapes
Players are the forefront Highlights
Human interest
High Impact, High Awareness Skills Guides
Lifestyle
Explainers
Documentaries
Condensed Games
 CONTENT DEVELOPMENT Long Form

Live games, Broadcast, OTT,

Social, Mini Documentaries (Road
to the Final4)
Time poor moments

Fan shows and

condensed games Lean back
(& in) moments

Broadcaster and Editorial / Media

content support

Campaign and
Influencer Programs

Short Form

Highlights and clipping

CONTENT DISTRIBUTION

Sports / Mainstream
EHF Content Perform
Editors Portals

Data
Perform Data
Video Local Feeds Perform News
Editors

Rights Filter
Content
Strategy Competition
NEW EHF
NEW Lifestyle Copy +
English Feed Publisher
editors Imagery
Relations

Handball
Lifestyle

Digital Video EHF Owned

Editor Channels
DATA
 DATA MANAGEMENT
New mobile apps and
gaming products

CONNECT
Identify and Engage Customers with EHF OTT NF
Registration & Social Login

COLLECT
Build and Manage a Rich Data Ingestion and analysis
Customer Profile Database

CONVERT
Drive Better Marketing through
First-Party Customer Data
WRAP UP
PILLARS OF STRATEGY

DIGITAL PLATFORMS DIGITAL CONTENT DATA

PAID ALWAYS ON PERSONALISATION

INFLUENCERS
PUBLISHERS
MEDIA
EARNED OWNED CAMPAIGNS MONETISATION
NATIONAL FEDS WEB
CLUBS SOCIAL
PLAYERS APP EDITORIAL
PUBLISHERS
PARTNERS
SPONSORS
BROADCASTERS
AMBASSADORS
MARKETING DIRECTOR
DAZN VENTURES

brandjoe
brandjoe
linkedin.com/in/brandjoe