Local football clubs, especially youth teams, are hugely popular in Sweden and they all share one problem: funding. This can be to fund camps, tournaments and match kits, and even to just ensure the club stays running.

Enter Marabou’s Club Tablet, an engaging way to help the Swedish Football Association support the country's football clubs and players, along with their grateful coaches and young players’ parents.

To drive awareness of The Club Tablet, we wanted to activate generic advertising on mass, while also push tailored communications and ads to very specific groups: coaches, players and parents. Alongside this, we then supported dynamic ads to specific geographical areas.

The ultimate goal was for target groups to feel empowered about financing club activities and also ordering and selling Marabou's 100-gram bar. By tailoring ads, we were able to reach diverse individuals in a unique way and bolster engagement.

We adopted a test and learn approach. Here, we alternated generic advertising on social media and football sites with dynamic social ads, showcasing specific club logos based on users’ geographic location.

In addition, we created and ran ads with tailored messages for three different personas: players, parents, and coaches, which were triggered by Facebook's algorithm.

Through The Club Tablet campaign, Marabou was transformed into an online retailer for the first time ever. The association with the Swedish Football Association became distinct and awareness and ad-recall figures soared.

The sales target of 100,000 Club Tablets was reached three months earlier than expected. A great deal of funds were raised because of the campaign, and the venture continues to develop in 2022. A testament the popular and evergreen nature of the campaign, more sports have been added, securing further growth for Marabou.

The combination of these tactics was a roaring success; in a Facebook brand lift study, we saw awareness figures that were 630% higher than the category average. Facebook drove as much as 73% of the traffic to the site.

Persona triggers resonated among ages 18–24, but also in the ‘older’ segments that Marabou normally has challenges reaching. From here, we saw five times higher ad recall than benchmark. For the generic ads of our first test phase, ad recall figures were also as high as 237% - way above category average.