Littlewoods GAA - Paid Social Case Study

The mission for social became clear- We needed to shift those exciting in-person match day experiences onto people’s social media feeds. We still needed to reach everyone in Ireland with Littlewood’s usual great GAA sponsorship content, but this time we needed to dig deeper and get more people actively involved in the hurling conversation online. To do this, we planned to use some innovative ad formats to get people talking and sharing their own user-generated content. These digital interactions from hurling fans would not only replace the excitement of being sat in Croke Park, but turn it into content which we could amplify to thousands.

Here’s how we went about achieving this:

• We created a number of conversational tweets which were primarily promoted before and on match days. These ads function like a poll, but responses are automatically retweeted onto the user’s own page.
• We worked with Littlewoods and our own Wolfgang Creative team to build a custom AR filter. This filter was created with All-Ireland Final day in mind, allowing people to celebrate the team they are cheering for.
• On top of these two new innovations, we promoted Littlewood’s usual video content across all social channels and used some other ad types like poll ads, carousel ads and reactive tweets. These all worked to increase the campaign’s reach and drive more engagement.
• In order to connect with Hurling fans on a more personal level, we whitelisted two popular GAA stars on Twitter which allowed us to run paid ads from their accounts.