Victory Fighting Championship (VFC) is the premier developmental combat sports league in the United States.
VFC approached Hurrdat three months before the first event of 2016 with a challenge to grow the brand nationally and become a cornerstone of UFC’s paid, subscription-based content service, Fight Pass.
After a successful 2015, VFC signed an exclusive deal to live-stream its events on UFC Fight Pass. In addition, VFC’s organizers tripled the number of events produced in 2016, and they needed an agency that could increase brand visibility, as well as consistently deliver high-end video assets for global broadcast on UFC Fight Pass.
Hurrdat chose to activate four social media platforms — Facebook, Twitter, Instagram, and Snapchat — to engage users with timely content, visuals, and video assets.
Because brand awareness was a key component of the VFC campaign, it was important to have consistent content and momentum on social media leading up to each event, and video was one of the most effective content types. Hurrdat Films produced a series of promotional video assets leading up to each fight to build buzz, drive ticket sales, and inspire viewers to tune into the broadcast via UFC Fight Pass. These videos were optimized for each social channel and were posted according to a carefully planned content calendar to maximize engagement and fan activation.
Social media advertising played an important role in helping VFC reach its target audience in the weeks leading up to each fight card event. During each fight cycle, Hurrdat placed content in front of approximately 151,000 Facebook users in targeted areas with interests related to MMA — users who were most likely to engage with content and attend the event.
During each fight week, then, the Hurrdat team provided three days of live event coverage on all social platforms. Instagram set the scene for each event, while Snapchat provided a behind-the-scenes peek at fighters’ preparation routines and ringside antics, and Twitter recorded the play-by-play action.
Additionally, Hurrdat Films produced a number of same- or next-day video assets for each event, delivering the assets to UFC Fight Pass and its broadcast team.
Hurrdat’s most successful efforts have blended social media advertising and video, particularly to encourage ticket sales for VFC 52. Through use of a Facebook and Ticketmaster partnership ad type, users could watch original video content while simultaneously browsing tickets for the event. This ad type allowed VFC to reach 46,000 fans and ultimately generated 2,000 engagements and 12,000 video views for this single event.
In the campaign’s first four months, VFC’s Facebook audience grew by 30 percent, up to 15,500 fans.
Through the first four events, VFC has averaged 93,200 impressions and nearly 3,000 engagements on Twitter.
When paired with Facebook Advertising efforts, the pre-fight hype video for returning young star Raufeon Stots reached 55,000 users on Facebook with a viewership of more than 24,000.