Sky Sports+ TikTok

social

When Sky Sports created a new network, Sky Sports+, with 50% more sport at no extra cost, we decided to shout the news via TikTok. These silly, sports-filled videos got 26 million impressions, had a 99% view rate, and reached a total of 11 million sports fans across the UK.

Strategy

Through our research, we uncovered that 40% of sports fans reported feeling unrepresented by traditional sports media, and 59% of global users say they become interested in a sport as a result of watching TikTok videos. So, in order to reach our audience where they are, we decided to celebrate the launch of Sky Sports+ with an integrated TikTok campaign.

In our month-long multivariate testing, we created three different video territories to help define our channel voice.

TikTok Videos

What if 50% more sports was on everyone’s mind, even the people covering the games?

With Sky Sports+ you’re getting 50% more sport, which means 50% more sport kits.

Let’s showcase all the amazing things people might watch with 50% more sport on Sky Sports+.

Sports chants are as central to fan culture as team kits, and 50% more sports inevitably means more chants.

The winner?

More Chants with a CTR of 0.52% (73% better than average CTR) at a cost per click of 0.68 (32% more efficient than average CPC).