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Case Study: Digital Campaign for a Sports Portal

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Case Study: Digital Campaign for a Sports Portal

  1. 1. HSDCA<br />Egypt vs. Algeria: Quest for 1m pageviews…<br />
  2. 2. The Brief & Objectives<br />Obtain 1m page views on the Eurosport Arabia website on the day of the Egypt vs. Algeria football game<br />
  3. 3. We developed 7 digital activities<br />
  4. 4. 1<br />
  5. 5. Received 26 ideas3 of which were implemented <br />
  6. 6. 2<br />
  7. 7. Achieved 120,000 Click Throughs(MSN forecasted of 50,000)<br />
  8. 8. Sat, 2010 – 01 – 28 11:15 <br />A Press Release:In English, Arabic, and French sent to most regional media. Talked about Eurosport Arabia in Arabic sports forums.<br />3<br />
  9. 9. - No traditional media covered it- All websites copied/covered it - Got 10,000 clicks from Forums<br />
  10. 10. 4th Initiative:<br />Fadi<br />SEM Campaigns<br /> Multiple Arabic SEM Campaigns leading people to:<br />Vote for their winner (Polls)<br />Chat about their teams (Chatroom)<br />Follow the game live (LiveBox)<br />SEM Campaigns<br />Multiple Arabic SEM Campaigns leading people to:<br />Vote for their winner / (Polls)<br />Chat about their teams (Chatroom)<br />Follow the game live (LiveBox)<br />4<br />
  11. 11. Jan 28: 60,000 clicks, 1.46% CTRJan 29: 92,000 clicks, 1.83% CTR<br />
  12. 12. Make sure you do any amendments here<br />5<br />
  13. 13. Got over 50 retweets by influencers<br />
  14. 14. Created and advertised a Facebook Page for Egypt vs. Algeria and branded it Eurosport Arabia.<br />6<br />
  15. 15. - 1000 Fans (likes)- More than3,000 comments and posts- Most popular page on the topic<br />
  16. 16. We also ran a Display<br />advertising campaign <br />7<br />
  17. 17. 4.3m impressions0.5% CTR<br />
  18. 18. The Results<br />Game Score: Egypt 4 – Algeria 0<br />Website with highest referrals: MSN Messenger<br />Most visiting country: Egypt<br />Page Views Achieved: 1,040,000<br />

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