Huge social media success for TShirtsUnited
Using social media to tap into the passionate and emotional supporters of Manchester United has proved extremely successful for TShirtsUnited. With my experience and skills in social media marketing I have been able to grow the company’s social media following rapidly, while at the same time converting them into buyers, both organically and through Facebook advertising.
TShirtsUnited enjoy a 5,000+ following on Facebook and over 1,000 on Twitter, with Instagram recently added to the mix. The spend to revenue ratio on social media advertising currently stands at an average of 6:1 – for every £1 spent, TShirtsUnited sees a return of £6.
I use competitions, strongly opinionated posts and high quality, strong visuals to engage with the TShirtsUnited following, coupled with well-timed calls to action to increase revenue for the company.
766% INCREASE IN REVENUE FROM SOCIAL MEDIA
430% INCREASE IN FACEBOOK LIKE GROWTH
423% INCREASE IN FACEBOOK POST ENGAGEMENT
244% INCREASE IN ORGANIC FACEBOOK REACH
64.5% INCREASE IN OVERALL REVENUE
With 115 million social media followers worldwide themselves, it made sense for us to tap into Manchester United’s fan base and segment them by country.
I did this first on Facebook for advertising purposes. In the first two weeks of February 2016 I ran three advertising campaigns:
- Tshirts – Stone Roses/Manchester United mash up designs
- Art Prints – featuring TShirtsUnited’s most popular designs
- Stock Sale
Each ad had a slightly different target market. For the Stone Roses/MUFC ad I targeted Manchester United fans living in Manchester aged 35-60. That demographic best suited the products TShirtsUnited were trying to sell in that they were of the right age and in the right location to like the Stone Roses when they first hit the scene – important when trying to tap into the emotional side of people.
For the art prints I focused on Manchester United fans living in the UK aged between 25 and 45. In other words, those likely to be homeowners/renters and looking for unique ways to decorate their homes.
Lastly, the stock sale ad was targeted at a broad audience – Manchester United fans living in the UK aged 18-60. Everyone loves a sale, right?
The results of those adverts, with focused targeting to keep costs down and conversion high, were that for every £1 spent by TShirtsUnited they received £10 back.
My work on Facebook from an organic point of view was incredibly successfully. By tapping into the current ‘mood’ of Manchester United supporters – the dislike of the football and current manager Louis van Gaal – and posting long form status updates addressing that mood I was able to increase engagement by 423%, Page Likes growth by 430% and overall reach by 244%.
The combination of effective Facebook advertising and engaging content marketing resulted in a revenue increase of 64.5% overall and 766% from social media alone.