Before the time-out, GameChanger had invested a lot into upgrading their old Legacy BATS app. The updated version came with all-new features, including digital scorekeeping, live streaming, and enhanced team communication. The new app also expanded outside the worlds of baseball and softball, allowing for a larger consumer base by adding other sports like basketball and soccer. Despite the pause on youth sports, GameChanger needed to stay engaged with coaches and parents. The campaign had three main objectives: acquisition, migration, and upsell.
Digital and social were used to target current and prospective coaches and parents. Rich media and video were utilized in order to demonstrate GameChanger’s user-friendly interface and limitless capabilities. Creative focused on showcasing the features and benefits of the app in a way that set GameChanger apart from the competition. Overall, the campaign was able to reach 19 million coaches and parents. This resulted in a 66% increase in new app downloads year-over-year with a 12% lower customer acquisition cost.
Despite being a leader in the space, many coaches and parents had not yet heard of GameChanger, or held the impression that it was solely for baseball. The acquisition creative built awareness and drove new-user downloads and subscriptions.
Legacy BATS users were heavily vested, loyal, and engaged. There were some sensitivities about switching to the new app. Coaches feared losing their progress and data, and were hesitant to move their teams and learn a new interface. Because of this, the creative emphasized new features and the ease of migrating over.
The best prospects are the customers you already have. In addition to acquiring new users, GameChanger sought to increase premium subscriptions by motivating their current clientele. The best way to do this was to show off the most enticing features that required upgrading.
Agency: Marketsmith Inc; Copy: Karen Goulart; Creative Direction: Tony Siminerio; Video Production: Sling Perez