Major League Cricket, a newly launched professional cricket league in the U.S., aimed to establish awareness in a competitive market dominated by other major sports. With no tickets to sell at the time, the league focused on building recognition among a niche audience.
With a small budget and lack of awareness in the U.S., Major League Cricket faced the challenge of reaching a niche audience in a crowded sports market. The campaign needed to target specific demographics effectively while remaining budget conscious.
Targeting cricket fans on the websites they visit most
Reaching key demographics, including Indian and Pakistani consumers
Targeting cricket fans using audience data
Drive repeat engagement by retargeting website visitors who have recently interacted
Isolated zip codes in their two target DMAs that over-indexed with Asian and Indian populations, their target audience
Our targeted approach resulted in 10,712 website visitors from banner ads and 282 from Connected TV placements, proving the campaign successfully reached the niche audience targeted and drove engagement.
By using detailed demographic data to choose zip codes and targeting cricket fans across relevant websites, the campaign efficiently built brand awareness within the cricket community. The results showcased how precise targeting in two key markets helped Major League Cricket gain traction, even with a limited budget and high competition from other sports.