Social advertising scores in Europe



For the UEFA 2014 UCL & UEL competitions Dog was presented with a complex brief that centred around the targeting of global football fans while concentrating on key sponsors’ markets.

UEFA required a digital media advertising campaign that fulfilled the following key objectives: Generate maximum exposure for sponsors among target football fans in relevant markets; Drive traffic to the sponsors’ relevant sections on UEFA.com; raise awareness of their digital activities including online platforms, promotions and campaigns; and Increase engagement with UEFA’s social media platforms.


Our strategy consisted of a number of tactics harnessing the full capabilities of Twitter and Facebook advertising networks to reach consumers as they congregated around a shared love of football using a range of devices.

So like all winning teams we talked tactics:

Tactic 1: employ Geo targeting.

Tactic 2: Multi lingual Advertising (the markets were Germany, UK, Italy, France, Spain, Poland, Ukraine, Russia, Turkey, Switzerland, Austria, Hungary, and Netherlands).

Tactic 3: A Combination of Facebook Ad formats.

Tactic 4: Contextual targeting.

Tactic 5: Harness second screen potential - Twitter TV and Conversational targeting.

And tactic 6: Creative rotation & dynamic management.



The campaign performed extremely well, fulfilling each of the objectives outlined in UEFA's brief and exceeding expectations. So much so that we scooped the award for Best use of Social Media Advertising at the 2014 Social Buzz Awards!

By harnessing the full capabilities of social networks and taking a strategic approach Dog’s social media advertising campaign delivered target football fans to UEFA's desired destinations at the right time, while enhancing fans' social media experiences, and their overall experience of UEFA Champions League and UEFA Europa League. And the client said we "made it look easy".