Scoring goals in a new market
PlayHQ, Australia
For a high-growth SaaS platform like PlayHQ, entering new territories and scaling a world-class team requires more than just a great product.
The Walk helped PlayHQ bridge the gap between their sophisticated sports technology and a large European market where a clear, credible story that resonates across different cultures is essential for success.
Our role was to help them launch their football (soccer) offering in Europe, a challenging market which we were tasked with decoding.
By mapping out a precise route for their European market entry, we ensured that every interaction, from a league administrator in London to a scorer in Leeds, was grounded in clarity, purpose, and a shared passion for grassroots sport.
The destination
PlayHQ is a powerhouse in sports technology, providing the digital backbone for national sporting organisations. However, entering the competitive European football market presented a steep ascent. To support their new business initiative, PlayHQ tasked us with building a strategic campaign based on clear and focused messaging.
The first pillar of this strategy was a high converting, credible landing page to translate the benefits of a complex platform into a compelling story for European governing bodies. Once we had an online base for the European market, the next step was to drive targeted traffic there.
The route
We mapped a strategy grounded in clear, adaptable thinking. First, we localised the football journey, translating PlayHQ’s hierarchy into a lean content structure focused on the platform promise of football management made simple. We aligned sections with paid search themes, such as volunteer management and GDPR compliance, to answer specific European pain points.
To drive the climb, we created a targeted push using LinkedIn InMail, search ads, and responsive design ads to funnel high-intent traffic from leading football organisations to the landing page, transforming internal values into a human-to-human narrative in the process. The campaign successfully showcased the real-world impact of their platform on community sport.
The Walk
The result is a brand narrative that finally resonates with the sophistication of PlayHQ’s core technology. By localising the football journey and translating complex capabilities into a lean content structure, the European football landing page now functions as a high-performance destination. It provides organisations with a single, focused path to request a demo, perfectly reflecting the nuances of the local landscape while connecting smoothly with existing feature pages.
The campaign, driven by targeted search, responsive ads, and LinkedIn InMail, effectively bridged the gap between enterprise-grade SaaS and the heart of grassroots sport. Ultimately, this integrated approach was crafted to turn passive interest into meaningful leads, showcasing the real-world impact of PlayHQ’s code and delivering a powerful, measurable Return on Imagination.
Google Search ads helped bridge the gap between PlayHQ's enterprise-grade SaaS and grassroots sport.
Targeted LinkedIn InMail ads worked to turn passive interest into meaningful leads.
Responsive ads helped drive PlayHQ’s campaign, ensuring visibility in front of their target audience.
PlayHQ’s new landing page functions as a high-performance destination.
Optimised for desktop and mobile, PlayHQ's new landing page provides organisations with a single, focused path to request a demo.
