Taking AFL Bronze Membership to record sales and full capacity
AFL Membership required a national digital acquisition strategy capable of reaching different types of football fans across multiple platforms. The commercial objective was straightforward: turn interest in AFL Membership into completed membership sales.
AFL Membership
Bronze Membership · capacity reached
Google Ads · Meta Ads · TikTok · Membership Acquisition · Tracking
Paid Ads · Tracking + Reporting
Work delivered by SK as part of his contract with Holmes Digital.
The challenge
Membership acquisition is a longer journey than a simple ecommerce transaction. Potential members need to understand the benefits, compare options and decide whether the value matches how they attend and experience football.
The marketing strategy therefore needed to work across both discovery and high-intent conversion.
The approach
Google, Meta and TikTok were used across different stages of the membership journey. Google captured existing membership demand. Meta combined prospecting and remarketing to reach fans based on relevant behaviours and interests. TikTok expanded reach and introduced the membership proposition to audiences in a highly engaging environment.
Connecting campaigns to membership sales
Measurement was an important part of the strategy. Campaign interactions and website behaviour needed to connect as closely as possible with completed membership outcomes, allowing optimisation to move beyond clicks and landing-page traffic.
The result
Bronze Membership · capacity reached
The campaign helped AFL Bronze Membership achieve record membership sales and, ultimately, full capacity.
The result demonstrated the value of combining high-intent search with social discovery, remarketing and reliable measurement rather than relying on a single acquisition channel.
Work delivered by SK as part of his contract with Holmes Digital.
Growth System layers involved
2 of nine layers in scope. Every case connects back to the same system; the layers highlighted are where this work sat.
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