Growth Hacking - AI Powered Advertising

Soccer is one of the fastest growing disciplines in the United States but still ranks lower in popularity than Football and Basketball. People are more familiar with booking a gym class on ClassPass or going to fitness classes instead of seeking out a soccer game.

Socceroof is the first indoor soccer facility in New York City with ten indoor soccer fields and a rooftop bar. The brand launched a new product on their platform: Pick-Up Games. With a simple concept, that anyone who wants to play soccer can join a game with no team needed, the only necessary step was to register on the application and book an available slot.

The challenge in this mission was first to create brand awareness while educating people about soccer, and second, to introduce a new product and drive significant traffic and bookings to the platform.

To maximize the opportunity… you need a deep understanding of your audience combined with precise targeting. We dove into our research and data center to identify ten personas who would be the most likely to enjoy and play soccer based on their age, preferences, interests, behaviors and networking.

The key was (and is always) to define the right messages and triggers. The offer must acknowledge a unique problem and offer a solution to user. We removed all pain points and barriers to the market and also listed all the solutions our offer could provide. Here, opting for a Growth Hacking methodology can significantly improve metrics to offer the flexibility to adjust your product to the market and reach a perfect Market-Fit.

In this campaign, we engaged 60+ triggers for AB testing and data collection. For each trigger we crafted a message, key visual and headline, with each one classified by theme.

We launched the campaign and between each sprint, we monitored following with a “Kill & Learn” approach. Our deep-learning technology provides us with a deep level of data and analysis to offer not only the opportunity to kill campaigns that show low performance but also with insights on why some perform better than another.

As always, the campaign revealed that some triggers known and used by competitors showed lower levels of performance. We discovered two themes that engaged all user interests and improved the campaign with collected insights.

• Socceroof experienced a 64% increase in user acquisition in a month
• User Acquisition dropped from $18.20 to $2.22 over the same period
• Socceroof gathered valuable information about their core audiences and their interests
• The data and information collected enabled the implementation of new features and provided new opportunities
• Overall, Socceroof has built a strong competitive advantage using data from its competitors