Content Strategy, Paid & Organic Social and Design

The Brand 

Headquartered in London, PlayerTrader is an online platform from former Premier League star, Julian Joachim, to enable footballers of all levels to be spotted more easily by agencies, clubs and scouts.

The Goal

PlayerTrader tasked Target to evolve its content strategy as it seeked to acquire new users and drive installs of its new mobile app, and build excitement within its target market. The core audience was young, male, aspiring footballers in Greater London and the home counties.

The End Result

We used everything in our Arsenal to develop and roll out a strategy built around long form content in the shape of a weekly podcast, a docu-series and training drill videos. This content was available exclusively to members only, when they signed up for free with an email address.

To build awareness and anticipation on social, we created daily teasers and preview videos, enriched and supported by paid social. The outcome left PlayerTrader running rings around its competitors, with 1,242 new app installs in the first month and 26% growth in followers across social.

mobile app installs
cost per install
growth in Instagram & Facebook followers
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