Meet NSW Swifts
NSW Swifts competes in Suncorp Super Netball. The campaign supported home-game ticket demand through Google Ads and Paid Social, with creative and budgets reviewed round by round.
The Challenge
Each fixture created a short selling window. Campaigns needed to respond to the opponent, offer and time remaining before game day.
Turning Fixtures Into Ticket Demand
Every home game creates a short selling window. NSW Swifts needed campaigns that matched the opponent, offer and time remaining before game day, with relevant messaging available early enough to build interest before the final purchase decision.
Choosing Creative That Encouraged Action
Player-led content, match-up artwork and video gave the team several ways to attract attention. The task was to compare their contribution to ticket purchases, rather than assume that the most engaging creative would also produce the strongest commercial result.
Coordinating Search And Social
Search could capture existing interest in the team and fixtures, while social reached broader audiences and previous visitors. The programme needed both channels to support ticket demand, with performance reviewed by round to inform subsequent games.
Our Approach
Our work for NSW Swifts brought together Google Ads, Paid Social.
Capture active ticket demand
- Used Google Ads to reach people looking for NSW Swifts and its fixtures, directing existing interest towards the ticket journey.
- Reviewed each round's spend and attributed return to understand how paid search contributed during the available selling window.
Test match-led creative
- Compared player-led images, match-up artwork and video through Paid Social, assessing which formats encouraged purchases.
- Reviewed broad audiences and retargeting separately, giving the team a clearer view of discovery and return visits around each fixture.
Carry learning across the season
- Compared results across home fixtures to identify useful differences in creative, audiences and campaign timing.
- Documented tracking gaps and content-supply constraints so future planning could address the practical factors affecting campaign delivery.
The Results
Scaling Ticket Purchases For The Sydney Derby
The Sydney derby campaign generated more ticket-purchase transactions than the preceding home-fixture campaign against the Melbourne Vixens. Higher media investment and derby demand helped drive the increase. Separately, the West Coast Fever fixture achieved the lowest acquisition cost in the season review, well below the season average.
- Increase in ticket purchases
- Increase in ticket revenue
- Lower cost per purchase in the best-performing round
