#KingsoftheNorth to Champions: How Eventistry Helped the Jaffna Kings Dominate the Lanka Premier League T20 Cricket Tournament
The Jaffna Kings were crowned champions of the Lanka Premier League T20 cricket tournament for the second year in a row. Eventistry was appointed as the team's digital media partner for the year 2021, following their success in a similar role for the Dambulla Viiking team in 2019. With the objective of driving incremental audience and commercial growth for the Jaffna Kings and their owners, Eventistry developed a performance-driven sports marketing strategy that combined creative and paid media to engage fans and showcase the team's talent.
Eventistry's approach centered around portraying the Jaffna Kings as #KingsoftheNorth and to appeal to the local audience the #YaalKollo highlighting their unique identity as the only team from the northern region of Sri Lanka. The hashtag later became the team's main identifier, helping to build a strong and loyal fan base. To further drive engagement and growth, Eventistry utilized data and audience-driven analysis to develop bespoke creatives and messaging. This included a mix of organic and paid content across multiple platforms, including Facebook and Instagram.
Over the course of 20 days, Eventistry's campaign for the Jaffna Kings drove significant awareness and engagement on both Facebook and Instagram. On Facebook, the team achieved a total of 372 posts, generating over 8.4 million impressions - a growth of 587% from before Eventistry took over their page. The campaign also resulted in 985,653 engagements - a growth of 585% from before Eventistry's involvement. Similarly, on Instagram, the Jaffna Kings achieved a total of 372 posts, generating over 587,799 impressions - a growth of 110% from before Eventistry's involvement. The campaign also resulted in 100,497 interactions - a growth of 273% from before Eventistry took over their page.
Eventistry's performance-driven sports marketing strategy successfully drove incremental audience and commercial growth for the Jaffna Kings, resulting in their championship victory for the second year in a row. By portraying the team as #KingsoftheNorth and utilizing data and audience-driven analysis, Eventistry was able to create bespoke creatives and messaging that engaged fans and converted them into die-hard supporters. The significant growth in impressions and engagement on Facebook and Instagram illustrate the effectiveness of Eventistry's approach, and showcase the company's ability to deliver successful campaigns for sports teams and their owners.