BJC | City Rising
CITY RISING is a groundbreaking series that takes you behind the scenes of the creation of St. Louis CITY SC. This thrilling 4-part series showcases the remarkable transformation from a mere idea into a competitive soccer team representing the Gateway City in Major League Soccer. Inspired by visionary leaders, this series immerses viewers in the stories of passionate individuals who tirelessly brought professional soccer to St. Louis. From initial brainstorming to meticulous execution, it highlights the challenges, triumphs, and unwavering commitment that drove them forward.
Strategy & Execution
The CITY RISING strategy and distribution plan adopted a Netflix Binge model, launching all episodes simultaneously on YouTube and Meta while staggering the paid promotion of each episode beginning with the trailer and concluding with the 3rd episode. Our YouTube strategy included end cards to engage viewers and boost subscriptions, encouraging audiences to watch the next episode. Simultaneously, on Meta, the primary objective was to grow episode viewership, focusing on three distinct audience segments in regions with a strong soccer following.
Campaign Objectives
Increase Brand Awareness
Boost brand awareness and recognition for Saint Louis CITY SC
Drive Engagement
Capture audience attention with engaging content, encouraging viewers to watch, share, and interact
The CITY RISING campaign achieved significant reach and engagement, with 5,697,140 total impressions demonstrating extensive exposure to the target audience. Paid views reached 626,413, reflecting strong engagement through paid advertising, with a robust 63.44% average paid view rate. The campaign was cost-effective, averaging $0.03 per view. View Through Rate stood at 15.39%, with 145,172 people watching the entire video, while average audience retention was 45.34%, indicating effective engagement for long-form content. Total minutes watched amounted to 2,421,732, highlighting substantial viewer interest. The campaign also gained 61 new subscribers, attracted 382,254 new visitors, and saw 49,006 returning visitors to the channel. End card interactions were notable with 808 clicks, showcasing viewer engagement with call-to-action prompts.
