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Major League Soccer
My Role
Leading a team of UX/UI designers, copywriters, and developers working in collaboration with product & tracking specialists
KPIs
​
15% TV rating lift for key games
with a max CPA of $4.
The Why
Major League Soccer were seeing YoY drops in viewership and were looking to leverage and prove digital acquisition is a viable lever for TV rating growth and early viewership indicator.
The fun part is - the turnaround time is basically yesterday. Key games were around the corner and the brand was looking for digital tools developed from scratch to optimize growth.
The Process
Discovery
Launching discovery our low-hanging fruit pops up straight away. 20% of MLS fans, mark themselves as 'casual fan' out of the 28% pool.


Question: If we'll make it easy for some casual fans to follow up on MLS games, how many will convert to engaged viewers on game day and become 'avid' fans over time?
Our Hypothesis
By engaging with users on low intent channels and funneling them to a tool that acquires their details with the hook of reminding them of up-coming games, we'll be able to lift direct viewership on key games by 10-15%, segment our 'casual' users and over time covert them to engaged 'avid' fans via CRM tools.
How might we ...
make it easy for casual MLS fans to follow-up
on key games ?
MVP Approach
An efficient growth engine acquiring fan leads to remind them about key games via CRM. 

By engaging with users on low-intent channels and funneling them to an engaging tool that acquires their details with the hook of reminding them of upcoming games, we'll be able to lift direct viewership on key games, segment our 'casual' users and over time covert them to 'avid' fans via CRM tools.
 the kicker is - by building a replicable engine once, we'll be to use it as a boilerplate for iterations and further tests.
Frictionless Journey
MVP UI Kit
Flow
- Low friction for high conversion.

- Emphasis on a highly engaging hero design and messaging.

- Clear sticky bar promoting our main CTA and showcase game details for users who might
not covert but will still remember the details.

- Adopting familiar MLS brand elements and tone to stay consistent throughout the experience.

- Engagement section - poll that let users choose which team will win.
- Context and game highlight to build excitement.
Results
$3.5
CPA
116%
Viewership Lift
1
Growth Engine POC
Takeaways
The Good
- High CRM response rate
- Big lift on game-day viewership
- Low intent channels viable for scaling leads acquisition efficiently (under CPA goal)


The Bad

- Campaign creatives were replaced post-launch due to brand misalignments.
- Short dev times resulted in short optimization time on campaign side.
- Fast turnaround lead to launching over the weekend.
- We could have squeezed more juice out of the funnel.
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