Fantasy Football Hub, a subscription-based Fantasy Premier League platform, set out to drive record pre-season sign-ups and expand globally.
The campaign’s challenge was to deliver high-volume growth in a short seasonal window, while keeping CPA efficient in the face of scaling pressures and varied regional markets.
The Challenge
The campaign faced four key challenges:
- Time-Constrained Scaling – achieving rapid growth in the narrow FPL pre-season window.
- Multi-Regional Complexity – delivering performance across diverse global markets.
- Budget & CPA Volatility – sustaining efficiency while managing a £500k+ media budget.
- Mid-Campaign Agility – adapting quickly to strategy shifts and peak season volume surges.
Our Approach
A creator-first, video-led strategy was deployed, underpinned by AI optimisation:
- High-Velocity Video Production
Nearly 100 creative assets, led by short-form and creator content, mobilised in one month.
- AI-Optimised Video
Proprietary DIAL Agents software analysed performance in real time, scaling winning creatives and mitigating CPA inflation.
- Full-Funnel Deployment
Video mapped to awareness, consideration, and conversion stages, using Meta, TikTok, Google/YouTube, and PMAX.
- Geo-Targeted Testing
Dedicated regional campaigns identified top-performing creatives per market for efficient scaling.
The Results
The campaign exceeded all objectives, proving the impact of video in performance marketing.
Growth Outcomes
- 10,391 paid sign-ups, exceeding the target by 25%
- Global scale across North America, Nordics, Asia, MENA, UK & ROI
Efficiency Outcomes
- CPA of £56.31, beating the £60 target
- 31% lower CPA on Meta video vs static assets
- 43% lower CPA on TikTok video vs static assets
- 28% lower CPA from AI-driven UGC vs traditional assets
Conclusion
This campaign proved how video, powered by AI, can drive exceptional performance in a highly competitive and time-sensitive market.
By combining creator-led storytelling with data-driven optimisation, the team scaled Fantasy Football Hub’s global reach while reducing costs and surpassing sign-up targets.
