Birmingham City FC Paid Social
The Brief
Birmingham City FC wanted to breathe new life into their hospitality experience. With premium lounges offering everything from Peaky Blinders nostalgia to Michelin-starred dining, the challenge was clear – drive awareness, generate leads, and get more fans enjoying matchday in style.
What We Did
We started by treating each lounge as its own brand. From The Garrison, steeped in Peaky Blinders nostalgia, to The Boardroom, where fine dining meets football, we developed distinct creative identities that brought each experience to life. This was all about selling atmospheres, emotions, and occasions.
We then layered in a targeted paid social strategy designed to reach both:
– Existing fans ready to upgrade their matchday experience –
– New, high-value audiences seeking premium live events and hospitality –
Through segmenting audiences and tailoring creative accordingly, we ensured each message landed with relevance and intent.
To maximise performance, we continuously A/B tested messaging and creative, refining what resonated most, improving conversion rates, and driving down cost per acquisition over time.
The Impact
Over a 12-week campaign, we repositioned BCFC’s hospitality offering as a must-have matchday experience.
The Garrison became a destination in its own right, a fully realised Peaky Blinders experience, while The Boardroom was elevated as the ultimate indulgence for fans seeking something more refined.
We drove demand through bold creative, precise targeting, and ongoing optimisation, ensuring fans weren’t just watching the game, they were experiencing it in style.
1,511 Total Leads Generated
0.94% Average Lead Gen CTR
