Fantasy Football Hub is one of the UK's leading Fantasy Premier League subscription platforms. Its entire acquisition window runs for roughly two months before and after Gameweek 1. Win that window and the year works. Miss it and nothing else makes up the difference.
For 2025, FFH set its most ambitious targets yet, expanding beyond the UK into North America, the Nordics, Asia and MENA, while holding CPA at or below target throughout.
The Challenge
The FPL pre-season is short, expensive and brutally competitive. CPMs spike, creative fatigue sets in fast, and every brand in the space is spending aggressively at the same time.
The 2025 campaign added further pressure:
- New international markets, each with different creative preferences and FPL awareness levels
- A hard volume target with the majority of sign-ups needed within the first month
- A production demand that traditional workflows could not meet at the required pace
Our Approach
We built a creative diversification engine across five formats:
- Creator-led short-form video for trust and consideration
- Human UGC reflecting how fans genuinely consume FPL content
- AI-generated UGC to maintain freshness in fatigue-prone audience pools
- High-production video carrying weight at awareness stage
- Iterable BAU content for rapid testing and offer-led conversion
Nearly 100 assets were live within the first month alone.
Our proprietary DIAL 360 tooling monitored performance at the asset level in real time, scaling winners to the right geos within 24 hours and rotating fatigue-prone creative before costs rose.
Each market received localised variants, with adapted hooks, overlays and AI-optimised CTAs deployed through dedicated country-level campaigns to preserve signal quality. The strategy ran across Meta, TikTok and Google simultaneously, with each channel and funnel stage fed the right format for the job.
The Results
FFH's most profitable pre-season to date. Paid sign-ups on Meta grew 49% year-on-year. Blended across all channels, the campaign finished 25% above its pre-season target, with CPA below threshold across every major market.
Format-level testing proved the case for diversification clearly:
- Creator-first video: 31% lower CPA than static BAU on Meta, 43% lower on TikTok
- AI-generated UGC: 28% lower CPA than static BAU on Meta
- Multi-regional delivery held across UK, Nordics, Americas, MENA, Australasia and Asia
- Approximately 150 assets produced across the two-month window without costs inflating
Conclusion
The FPL pre-season does not allow for gradual optimisation. This campaign worked because the system behind it was built for that environment. By combining structured creative diversification with real-time signal routing through DIAL 360 and Push's AI-powered paid social capabilities, FFH had a production and optimisation model that matched the pace of the market at every stage.
Its success was recognised at the UK Agency Awards 2026, winning Best Use of Video for Push & Fantasy Football Hub, The AI-Video Engine: Powering FPL's Record Sign-Ups.
What the judges said:
"A masterclass in creative velocity and strategic video execution, delivered at impressive scale across multiple markets in a remarkably tight timeframe. The three-tier content approach, blending creator partnerships, AI-generated UGC, and agency production showed both versatility and a genuine understanding of what resonates with the audience."
