Irish FA

Background

Founded in Belfast in 1880, the Irish Football Association is the governing body for association football in Northern Ireland and is the fourth oldest governing body in the world! 

The Challenge

Irish Football Association tasked Loud Mouth Media with carrying out appropriate research and implementing a Google Ads and Social Advertising strategy to raise awareness and drive registrations for their local summer and Halloween Football Camps. These two-day football camps were held in local sports centres and playing fields across Northern Ireland.

Our Approach

We implemented a number of Display & Video campaigns, combined with Social Advertising, targeting parents with an interest in football or activities and camps for kids in NI. Display advertising was implemented primarily to generate awareness whereas social was utilised mainly to drive camp registrations for the IFA.

We implemented various Display and Social campaigns targeting the following audiences:

• Display Custom Affinity: Websites relevant to people with a long-term interest in families and children’s in NI.
• Display Custom Intent: Targeting competitors in the ‘kids activities and camps’
• YouTube Custom Intent: Utilising this new Google Ads feature, we targeted people on YouTube by using key search terms and phrases that a user may have searched for in Google in the past 7 days.
• Display & Video Remarketing: Retargeting people that had visited the camps page and people who had started the booking process but had not completed it.
• Social targeting: As summer campaigns were only available in certain areas of Northern Ireland, Interest combined with Radius targeting ensured only people within these catchment areas would see the IFA’s social ads.

Results

Since partnering with Loud Mouth Media, the IFA have seen fantastic success. In total, we have delivered:

• 5k impressions
• 224 Video views
• 33% Video View rate from the Remarketing campaign alone
• 38 Social conversions
• 1,471 social link clicks
• 31,464 Social reach
• 375,142 Social impressions