Formula E

Fifty were appointed as Formula E’s exclusive global insights and digital activation partner, tasked with uncovering and reaching international audiences in key markets to build awareness and ticket sales for the 2023 season. Through bespoke fan studies we were able to pinpoint areas of strengths and opportunity and understand the competitive landscape of motorsports, learning the make-up of each audience.

Detailed insights and a targeted campaign have driven record numbers of attendance to 6 key race markets.

Harry Potter & The Cursed Child

Fifty were appointed as the exclusive omnichannel partner of AKA to pinpoint high intent audiences for the Broadway production of Harry Potter & the Cursed Child and successfully engage them with a full funnel campaign to boost final ticket sales.

By separating the global franchise audience into key 'Superfan' segments, we provided highly tailored media activation. Our campaign resulted in a 6.8x ROAS with 163% improvement on CPA from targets.

'Shagged. Married. Annoyed.'

The client enlisted us to implement a multichannel campaign that would boost ticket sales for their arena tour while expanding awareness of their new BBC One show.

Fifty’s bespoke studies separated fans between the show and the podcast allowing us to understand the different audiences' interests, online behaviours and influencers. Our insights led us to effectively activate both segments with a mix of ad creatives and placements on TikTok and Meta, resulting in a 20% increase in Impressions and 63% improvement on CTR.

LIV Golf

Fifty were appointed at LIV Golf’s launch to build and engage a completely new set of fans for their upcoming global challenger series.

Our technology allowed us to understand LIV and its competitors. By dissecting the audience make-up of each sport, and the commercial and positioning objectives of the client, we identified 5 key fan groups to target across the market.

Across 8 events in 2022, our campaign strategy addressed key audiences, achieving 18x brand awareness across other challenger sports after reaching over 500m people.

Gymshark

Gymshark came to Fifty with the mission to help shape their growth strategy by identifying wider audience opportunities and providing rich insight that would cement Gymshark’s position in the market.

Utilising our technology, we uncovered 17 key tribes – with a full picture of key interests, influencers, brand affinities, media preferences and how to best engage them – and 3 key areas of strength and opportunity for growth. Our detailed output provided a clear map of how best to engage new audiences across previously untapped markets.

UK Gov

In the midst of COVID-19 vaccine rollout, Fifty was recruited by the UK government to help understand the vaccine-hesitant groups in order to create tactful and effective messaging to assuage safety and efficacy concerns.

Our platform surfaced the different tribes of people discussing the vaccine and their sentiment towards it to understand how they could best be reached and engaged.

Using our tailored audience approach, the client saw a 721% uplift in results over traditionally generic approaches.

Liverpool FC

Fifty were trusted with assessing the true opportunity for our client in partnering with global sporting rights holder, Liverpool FC.

We leveraged our audience insights technology to break down the makeup of both LFC fans and fans of the brand, uncovering the crossover between the two in order to frame the global opportunity of the brand.

The high affinity Fifty was able to reveal between the two audiences ultimately led to a formal offer from the brand for title sponsorship.

RFU

The RFU approached Fifty with the goal to boost ticket sales across several matches for the England Red Roses.

We created a bespoke analysis into the social audience of prominent players and segmented it into key tribes separated by the unique passions and interests of each group.

By creating a campaign tailored to these detailed audience tribes, Fifty was able to provide the client with a 380% ROI.

Pasta Evangelists

Fifty performed comprehensive audience insight into the Pasta Evangelists social audience, as well as running an enrichment project into the the brand's existing customer base, thus revealing and defining both their social and real-life audiences.

Brewdog

BrewDog is the largest craft brewer in the UK, full of personality with an approach that’s admired for its bravery and innovation. With their 80+ bars shut, lockdown forced a swift pivot towards eCommerce. Fifty helped to deliver this pivot & drive the rapid direct to consumer sales growth.

Symprove

Fifty were tasked with building greater awareness for Symprove amongst key groups and drive increased traffic their website. Fifty created a portfolio of audience insight studies to analyse their customers and online engagers.

This allowed us to identify core themes and targeting tactics. These themes spanned both the extremely granular (e.g. IBD Crohn’s & Colitis Sufferers) and the broader market-spaces (e.g. Nutrition-Focused Consumers), successfully marrying precision with reach.

FutureYou

Our task was to build out an understanding of FutureYou’s key personas and identify new audiences to power customer growth.

We ran audience analyses into the brand’s key personas and audiences, as well as mapping their existing subscribers to enrich their understanding of the customer database and inform new media strategies.

Chipotle

Fifty were enlisted by Chipotle to seek out new customers and raise awareness for their new ‘Lifestyle Bowls Range’, constituting of a variety of healthy dietary trends.

Using the Fifty Platform, we produced a bespoke segmentation analysis of Chipotle’s UK social audience. The combination of this study alongside a supporting study into ‘Health & Fitness Fanatics’ allowed us to prospect Chipotle’s audience with market-leading precision.

Roksanda

Fifty's mission was to increase both footfall in Roksanda's flagship Mayfair store and online traffic.

We segmented Roksanda's social audience to allow for a more precise understanding of this audience. In addition, we built highly-bespoke and tightly-located target audiences. Our tribes proved exceptionally fruitful online and offline, entailing a CTR 177% above the Fashion Industry benchmark. We also managed to serve 260,000 impressions to the tightly-targeted Mayfair audience, adding a significant boost to their daily footfall.

Radley London

Following a period of business change iconic accessories brand, Radley, were looking to supercharge their sales in core markets & expand in growth within the UK, US & Germany.

Fifty used its proprietary social data analysis to identify a core audience of Radley London fans to form the basis of a social analysis study. We identified 12 key tribes, including groups of mutual interest around business travel, art fans, horticulture and nature and fashion. This understanding was used to inform campaign strategies across open web and social media advertising.

UKTV

Hearts & Science enlisted Fifty to help UKTV enrich their audience insight ahead of the launch of their new series 'Briarpatch' on Alibi, as well as to drive new audiences to the show.

Using our bespoke graph technology, we amplified Alibi's core audience and analysed their passions to produce a network visualisation of Briarpatch’s audience. Once it aired, we used positive sentiment analysis to build a bespoke segmentation of audiences who watched and liked the show.

Ultimately, this new audience drove cost efficiency and provided an insight framework for how a new show can evolve a channel’s core audience.

Under Armour

Fifty's challenge was to tap into American fitness audiences to uncover new potential customers for Under Armour’s new line of running shoes. As the client already had an existing understanding of their customer base, it was key for Fifty to utilise the power of the Fifty platform to present new, unknown audiences and passion points.

The diverse nature of the audiences we uncovered spoke to a wide variety of interests within and outside of running, highlighting Fifty’s ability to pinpoint an audience’s primary and secondary passion points.

Lion King

To capitalise on the post-pandemic reopening of broadway theatres, the client enlisted Fifty to help identify and reach theatre fans who were looking to return to the theatre and would be most likely to purchase tickets to the Lion King.

After identifying the relevant audiences engaging with Broadway online, we then filtered these by geolocation to reveal the top tribes interested in Broadway within the NYC community.

Since it launched, Fifty's campaign performed well above the industry average, with ticket sales for the Lion King remaining high and engagement has been consistent across each audience uncovered within our study. Fifty’s .

Georgia Tourism

With the national lockdown coming to an end and domestic travel restrictions being lifted across the US, Fifty's brief from Explore Georgia was to help drive post-pandemic tourism within the state. The client sought to target US citizens, known domestic travellers, and accurately deliver messaging to encourage them to choose the state of Georgia as their next holiday destination.

Fifty’s focus was primarily directed towards audiences located in Georgia and the surrounding states. Using a hyper-focused targeting strategy, Fifty was able to deliver accurate and relevant messaging and successfully reach audiences in the midst of planning their summer vacations.

Bungie

Fifty was tasked with running multi-market video activity in the run up to the launch of ‘Destiny 2: Beyond Light Season 14’ across the US and the UK .

Bungie’s goal was to increase its number of Active Users by winning back lapsed Destiny 2 players and focusing on retaining active users in the game. To do so, Fifty curated a highly-targeted campaign in order to drive awareness, consideration and intent to play the new Destiny 2 game.

Fifty’s performance was strong for both markets, delivering an eCPA well under the campaign target of $238.

Illinois Lottery

Fifty has worked with Illinois State Lottery on several campaigns with the twin objective of finding new audiences and helping to drive an increase in lottery ticket sales.

Using our highly accurate targeting technology, Fifty uncovered a range of audiences directly related to sports betting, which enabled the client to deliver more relevant messaging to their target customer and maximise their media spend.

Across the campaigns, Fifty achieved a monthly average of 2.8M impressions and generated $3.3k average net per month.

Salad Money

Having already trialed programmatic display with another vendor and seen poor results, Salad Money set Fifty an ambitious target KPI to be met within 6 weeks in order to determine whether Display was a viable marketing channel for their brand.

Fifty ran a bespoke study into the client’s target market to provide the client with a more granular understanding of their most niche audiences, which could then be leveraged to directly inform their targeting strategy.

The granularity of the audiences offered a market-leading view into Salad Money’s target audience and ultimately restored the client’s faith in Display as a viable marketing channel.

Actiph Water

The client enlisted Fifty to support the launch of their new sparkling vitamin water product, as well as the brand’s global expansion into multiple new markets including the UK, US and UAE.

By combining our bespoke segmentation analysis of Actiph's social audience with a broader study into the UK vitamin water market, we were able to prospect the client's target customers with exceptional precision.

Since Fifty launched the initial campaign in December 2021, the client has more than doubled their budget, adding an additional awareness budget on top of their monthly spend.