Digital Marketing
Maree Oranmore FC & A Lust For Life
E-commerce
The primary goal of the "Win a Home in Oranmore" campaign was to reach 15,000 fundraiser ticket sales, thereby raising funds for Maree Oranmore Football Club (MOFC) and the club’s charity partner, A Lust For Life.
This community-centric club claims over 900 members (52 playing teams) for which the resources to serve each member are either insufficient or absent. The club needed funds to upgrade facilities (new playing pitch, changing rooms, training & coaching equipment, supporters stand) for its members.
To overcome this huge challenge, we had to think outside the box, creating a strategy that blended offline reach with online storytelling and PR. To keep driving towards our goal, we had to tap into existing audiences, both online and offline.
This integrated media approach involved partnering with local newspapers to reach a wider audience, as well as exhibiting at the Ideal Home Show, full page takeovers on Daft.ie, using PPC to reach people searching for terms that suggested buying intent in Galway, and tapping into other key social channels such as TikTok and X.
On an international scale, we homed in on the ‘Irish dream’: owning a home on the shores of the Wild Atlantic Way. Sponsoring articles on Irish Central enabled us to tap into their large audience, 62% of whom come from the USA and UK.
Once our META license was granted, we had to push hard for the next 6 months. Uploading weekly videos incorporating influencers helped build trust, assure legitimacy, and build interest in the fundraiser journey.
A key part of our digital advertising included influencer storytelling at a parish, county and nationwide level. Some key influencers included; Mandy Maher (Influencer, Business Owner), Packie Bonner (Former Ireland Footballer) and Niall Breslin (Bressie (Influencer and Founder of A Lust For Life).
Rolled out across multiple integrated social media channels, our engaging campaign strategy involved rigorous testing to gauge audience interest and engagement, while freshening up our approach with new creatives and messaging on a weekly basis.
Channels used in this fully integrated campaign:
From designing and developing a fully responsive website that ensured a seamless e-commerce experience, to rolling out an integrated media campaign across a network of platforms, IMS developed and executed a blended digital and traditional strategy that drove record breaking results.
