DAZN is the first service of streaming live and on-demand sports world. A brand new model on the market that gives your audience control and flexibility to follow their favorite sports the way and at the time that is most convenient.
As it is a pioneer platform in its segment and new in Brazil, the objective of the campaign was to generate awareness about DAZN also in the sports environment of basketball, using the NBB as a trigger (New Basketball Brazil), official league of the Brazilian Basketball Championship.
Enable multiple creators with a niche audience, that really connect with the brand and the sport. Along with professional players who were part of several league teams, influencers who already consume content about basketball and content creators focused on lifestyle, we built a clustered reach pyramid for amplification and brand consideration.
This was the first DAZN action in Brazil with a focus on awareness and conversion. Therefore, Squid's Brand Experience team sought to activate profiles that had a true relationship with the sport and the brand to bring authenticity to the content produced. altogether, 20 influencers were activated in the campaign, with the aim of amplifying the reach of the brand message about the product and NBB.
In addition to working with professional players, influencers who like basketball or play as a hobby and content creators with a focus on lifestyle, the action also activated the influencer Ellen Valias (@atleta_de_peso), founder of the split between women (@rachaobasqetefeminino) and that encourages sport for all bodies, sizes and measurements.
Ellen's choice for this campaign was essential to show that a woman's place is also on the court. It brought more representativeness to the campaign, since women play and consume sports. The influencer participated in the recording of a basketball game and showed behind the scenes on her Instagram.
“In this partnership, we built a good mix of influencers connected to basketball who had a lifestyle well aligned with the sport; practitioners, fans and professional athletes, which resulted in exceptional engagement throughout the campaign. The expertise of SQUID was fundamental, day-to-day relationship with content producers, to post-activation analysis and metrics, proving the success of the project ”, Filipe Molina, PR & DAZN Communication.
Other very positive points of the campaign are the numbers generated, like the more than 45K interactions in the content produced, the increase in 3,1% on the follower base of DAZN Brazil no Instagram (@dazn_bra) and the new signatures that were made. It is worth mentioning that the microinfluencers had an outstanding result in all aspects evaluated, mainly on Stories participation rates, posts and effective reach – generating authentic conversations about the sport and, consequently, about DAZN.