From Missed Audiences to Global Reach for Aston Villa
Aston Villa Football Club - one of the founding members of the English Football League and current Premier League side - has a rich history and a passionate fanbase. But with ambitions to grow their global presence, they needed a smarter way to reach new audiences and turn that attention into meaningful engagement.
THE CHALLENGE:
Aston Villa approached us to launch and scale their digital campaigns, with a clear focus on increasing customer acquisition while building brand awareness with new, global audiences.
However, early analysis showed that existing activity wasn’t set up to deliver on that ambition. Audience targeting lacked precision, and issues with the Facebook pixel meant valuable retargeting data wasn’t being captured or used effectively.
THE SOLUTION:
We started by fixing the foundations – resolving tracking issues to ensure accurate data collection and unlocking the ability to retarget high-value audiences.
From there, we refined the audience strategy, introducing a more focused approach on Meta to better target engaged and relevant users. As performance improved, we scaled this strategy across additional platforms, including LinkedIn and X, targeting users who had already shown interest in the club and related content.
This cross-channel approach allowed us to build momentum quickly - expanding reach while maintaining relevance.
THE RESULT:
With stronger targeting and reliable data in place, campaigns delivered consistent month-on-month growth. We saw a +110% increase in reach and a +350% increase in impressions across key periods, creating a solid foundation to scale ad spend and maximise return on investment.
The result is a strategy that not only grows Aston Villa’s global audience, but does so in a way that’s measurable, efficient and built to scale.
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