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Case Study: World Surf League achieves 12-point brand awareness lift and 10-point brand affinity increase with Facebook
A Facebook Case Study
Making Waves with a New Audience
The World Surf League (WSL), the international governing body for professional surfing, shifted to a paid-media strategy to grow the sport beyond its core fans. Their goal was to boost brand awareness, affinity and ad recall among broader action-sports audiences in the US and Australia.
WSL worked with agency Mistress to cut its 90-second “Chaos Theory” spot into a fast-moving 30-second video and promoted it via Facebook Ads (desktop and mobile News Feed) using reach-and-frequency and interests targeting to reach 18–34-year-olds and action-sports fans. The 10-day campaign drove 57 million video views, a 6-point lift in ad recall, a 12-point lift in brand awareness and a 10-point increase in brand affinity, delivered the highest monthly traffic in WSL history and accounted for 50% of paid website clicks.
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World Surf League
Chris Culbertson
VP Marketing