The Media Plan: Standing Out in the Gambling Industry
The gambling industry is a fierce battleground, teeming with competitors vying for the attention of an increasingly discerning audience. As brands strive to differentiate themselves, innovative strategies become paramount. This was the challenge presented to Wavemaker, a media planning and buying agency, when they pitched for the business of William Hill, one of the most established names in the industry.
The Need for Deeper Connections
According to Ann Wixley, Wavemaker’s executive creative director, the primary objective for William Hill was clear: they needed to forge deeper connections with their audience that transcended mere betting transactions. Consumers today are looking for more than just a quick bet; they crave engagement, storytelling, and emotional connections. As Wixley noted, the brand aspired to solidify its stature as a definitive voice in sports, and to achieve this, they aimed to extend their outreach beyond the traditional boundaries of betting.
Expanding Into Entertainment
To carve out a unique space in a saturated market, Wavemaker devised a strategy focused on the intersection of sports and entertainment. Their plan was to amplify William Hill’s existing reputation in sports by tapping into the growing trend of documentary-style storytelling. Building on the prior success of the William Hill podcast series Up Front, the agency envisioned creating engaging, story-driven content that would resonate emotionally with fans.
In collaboration with Sky Media and production company Dead Films, William Hill chose to sponsor Gaffer, a documentary series that delves into the lives and careers of football managers. Premiering on Sky Sports in August, this series served as a vehicle for the brand to reach audiences in a more relatable and engaging manner.
Capturing Fans Beyond Game-Day
A critical aspect of this campaign was to engage William Hill’s most passionate football fans beyond the conventional game-day experience. Wixley emphasized that while much of the existing media directly correlates with key betting times, Gaffer offered an opportunity to connect with the audience during off-peak hours—when they were not primarily focused on placing wagers.
With this freshly minted content at their disposal, the team at Wavemaker developed a meticulous media plan that aimed to saturate the market with Gaffer in all the right places. The campaign kicked off with high-impact primetime television slots on Sky Sports, further extending its reach through social media, Sky On Demand, YouTube, and prominent out-of-home (OOH) advertising.
A Focus on Quality Craftsmanship
Given that this was William Hill’s first foray into a docu-series format, Wixley recognized the importance of partnering with established content creators. Collaborating with Sky’s prowess in sports documentaries and leveraging Dead Films’ exceptional production standards was crucial to ensuring that Gaffer was not only engaging but also of the highest quality.
Wixley expressed confidence in the partnership, stating that their combined expertise would lead to a production that could both impress and captivate the audience—a vital aspect of repositioning William Hill from simply a betting platform to a true entertainment brand.
Evaluating Success Through Engagement
A key component of Wavemaker’s strategy was measuring the campaign’s effectiveness. They sought to gain insights into how the documentary and the William Hill brand were perceived across social media platforms.
Monitoring engagement on Sky Sports’ Instagram, Facebook, and YouTube channels became essential. Wixley explained that by analyzing views and overall conversation sentiment, they would be able to determine how well the content resonated with audiences and facilitated discussions that portrayed William Hill as more than just a gambling entity.
As the campaign progressed, the statistics told a compelling story. By the end of September, shared views of Gaffer episodes reached a remarkable 13.65 million—220% above the initial target. This impressive figure highlighted the brand’s successful penetration into audience consciousness.
Ambitions Beyond Metrics
Beyond social media metrics, Wavemaker also used earned media coverage to assess brand authority. By tracking mentions of the documentary within sports and marketing publications, they aimed to gauge brand recognition and esteem in the competitive landscape.
Conclusion: A New Era for William Hill
Through a thoughtful media plan that seamlessly blends sports and entertainment, William Hill is not just another gambling brand; it is evolving into a multifaceted platform that resonates with a broader audience. The innovative approach taken by Wavemaker exemplifies how brands can stand out in saturated markets by forging deeper connections, creating compelling narratives, and continually engaging with their audience. As Gaffer captures the trials and triumphs of football managers, William Hill is now well-positioned as a storyteller within the sporting arena, fostering loyalty and engagement long after the final whistle blows.
