Driving an international full-funnel media mix
Context
The French Tennis Federation (FFT) manages a global business ecosystem built around three worldwide brands: Roland-Garros (RG), the Rolex Paris Masters (RPM), and the Alpine Paris Major (Padel). This ecosystem covers a wide range of objectives and campaigns: ticketing, the official store, partnerships with major brands, events, and more.
Managing this portfolio requires the deployment of major commercial campaigns centered around the tournaments themselves—foremost among them Roland-Garros, a massive audience hub and historic revenue engine—and paced by traditional seasonal peak periods (winter/summer sales, collection launches, and Black Friday).
Objectives
The primary objectives of our partnership are to:
- Steer a Full-Funnel approach: Cover the entire funnel (awareness, traffic, conversion) in alignment with key commercial events.
- Target relevant audiences: Reach the most highly qualified profiles to maximise conversions.
- Master campaign timing: Activate campaigns within precise timeframes to maximise impact.
- Optimise profitability: Align the relevance of messaging and marketing channels to maximise ROI.
Achievements
- International Full-Funnel framework: Orchestrating a global media mix (Search, Paid Social, Display, Connected TV) synchronised across 7 countries to simultaneously drive ticketing and e-commerce revenue (Roland-Garros & Rolex Paris Masters).
- Demographic and affinity targeting: Systematic application of precise gender and interest-based criteria related to sports and tennis across all channels, ensuring exclusive reach among highly qualified audiences.
- Creative production and optimisation: Designing custom ad formats in partnership with Mozoo, coupled with our in-house performance analytics to continuously adjust and optimise visual impact.
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Padel acquisition strategy (Alpine Paris Major): Deploying a brand awareness campaign supported by an intensive retargeting strategy to rapidly convert warm audiences.