Following the 2016 season, the AFL undertook an industry-wide audit of all social media advertising efforts. They discovered a number of inefficiencies, namely the league and club were competing against each other and bidding for the same audience. 4FRONT’s goal was to maximize ticket sales revenue, increase efficiency of media buy, test & learn while sharing best practices across the industry.
The AFL centralized it’s paid social model, hiring an ex-digital agency staffer who worked with all clubs as an external consultant.
17x ROAS, 60% decrease in CPA, 47k conversions, $4M Revenue