The Client
UFC Collectibles is the new, official home of UFC Memorabilia. We have introduced the client in a previous case study; check it out! Alongside SEO wins, we wanted to share some recent Paid Social successes for the new start-up.
UFC Collectibles launched shortly after Christmas. A single brand awareness campaign went live at launch, but it wasn’t until March that we significantly scaled activity and began executing a more structured paid social strategy across key markets, including EMEA, EU, North America (NA), and LATAM.
The Strategy
Always-On Brand Campaign
As UFC Collectibles is a new website, the priority was clear: build brand recognition. We implemented an always-on brand campaign to ensure UFC fans consistently discovered UFC Collectibles as the go-to destination for official memorabilia.
Event-Driven Macro & Micro Campaigns Around Events
UFC events generate huge spikes in fan engagement. We capitalised on this by aligning campaigns with key fights, running targeted ads both before and after major events.
- Pre-event: Build anticipation and intent
- Post-event: Capture peak interest and emotional engagement
Campaign duration and budget were flexed based on each event’s popularity and scale.
Continually testing asset types, targeting, and messaging
With a new brand, learning quickly is essential.
We continuously tested:
- Creative formats (video, static, carousel)
- Audience targeting segments
- Messaging and hooks
Each test informed the next iteration, allowing us to refine performance by region and scale what worked best in EMEA, EU, NA, and LATAM.
The Results
In the first four months of scaling paid social activity, UFC Collectibles achieved:
- 108% increase in monthly paid social revenue.
- 246% increase in monthly site visitors from paid social.
These results highlight the effectiveness of combining always-on awareness with event-driven campaigns in a high-engagement niche.
What’s next?
Remarketing to drive conversions
Remarketing is typically one of the most effective and profitable campaign types. However, it relies on having sufficient website traffic and audience data.
Now that UFC Collectibles has been live for six months, and with strong awareness campaigns driving consistent traffic, we’re launching a remarketing strategy to:
- Re-engage previous visitors
- Nurture consideration
- Drive conversions
This will be key in moving users further along the buying journey and maximising return on ad spend.
Stay tuned for more updates!
