The brief
King's Fury had a fight on short notice. It was about to put them in front of millions, and the fight campaign around it had very little time to come together.
The edits they were already posting had a problem. They were pulling the wrong audience. More reach would only have brought more of the wrong people, just as millions were about to start watching.
The job was to make sure the attention from the fight reached the right people and turned into revenue.
What we did
We started with the strategy, because that is where the problem sat. Edits aimed at the wrong audience keep finding the wrong audience, however many of them you post.
- We defined who the campaign was for. Before anything else went out, we were clear on the audience the fight needed to reach and what holds that audience's attention.
- We pointed the edits at that audience. Every piece was judged on whether it spoke to the right people, before reach or polish.
- We planned the campaign around the fight. The content ran as a sequence, so the attention the fight created had somewhere to go next.
- We kept reading the response. For as long as the campaign ran, we checked who the content was reaching.
Fixing a strategy like this is the work of Line III, Strategy, which covers positioning, the media plan, paid testing and launch sequencing. When a house needs the content made as well, Line II, Film handles concept, script, shoot and edit in the house.
What happened
The campaign reached 1B+ views in under 60 days. The fight made national news, and the campaign did six figures.
The view count makes the headline. The six figures are the reason it mattered. With the strategy fixed, the attention from the fight turned into revenue.
What to take from it
- Check who your content attracts before you buy more reach. Read the comments, look at who follows after a post does well and compare them with the people who buy from you.
- Fix the strategy before the big moment. A fight, a launch or a press feature multiplies whatever your content is already doing, good or bad.
- Judge a campaign by what it brings in. Views show that the content travelled. Revenue shows that it reached the right people.
For a practical way to see which content attracts the right people, read our creative testing framework. For a result built around the owner of a business, see the CLASS case study. If a big moment is coming for your brand, apply for admission while there is still time to get the strategy right.
Questions
What did the King's Fury fight campaign achieve?
The campaign reached 1B+ views in under 60 days. The fight made national news and the campaign did six figures.
How can you tell if your content is pulling the wrong audience?
Look at who comments, who follows after a post does well and who buys. If the people engaging are a different crowd from the people you sell to, more reach will only bring more of them.
What should a brand do before a big moment such as a fight or a launch?
Fix the strategy first. Be clear on who the attention should reach, point the content at those people and plan what comes after the moment, so the attention has somewhere to go.