795 Case Studies
Case Study: NHL achieves 11‑point increase in tune‑in intent with Facebook video ads
A Facebook Case Study
Promoting tune-in with Facebook video ads
The National Hockey League (NHL), a professional ice hockey league with 31 clubs founded in 1917, aimed to boost viewership for the 2017 Stanley Cup playoffs by reaching sports fans and encouraging tune‑in to the qualifying matches.
Partnering with VaynerMedia, the NHL ran Facebook and Instagram video ads that used lookalike and core audience targeting (age 18–65, specific DMAs, and team affinity) and tailored creative showing recent game highlights with match-time banners. Over a two-month campaign the ads produced a 9‑point lift in ad recall and an 11‑point increase in intent‑to‑watch across three key markets (2.5× the entertainment vertical average), translating into significant viewership gains.
Open case study document...
NHL
Heidi Browning
Executive Vice President and Chief Marketing Officer