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Case studies

Aleph & STO's Game-Winning FIBA X Campaign

The Slovenian Tourist Board (STO) is the national tourist organization entrusted with developing Slovenian tourism and promoting the country's extensive tourist offerings. During the 2023 FIBA Basketball World Cup, STO and Aleph partnered to boost Slovenia's global profile by captivating travelers and sports fans, showcasing the country both as a leading sports nation and a destination with remarkable natural beauty.

The Objective

The primary goal of STO's campaign during the 2023 FIBA Basketball World Cup on 𝕏 (former Twitter) was to raise awareness for Slovenia as a tourist destination. Specifically, the campaign sought to leverage the global sports event to emphasize the stunning natural beauty of Slovenia, positioning it as a sports and travel haven. The campaign aimed to target a diverse audience including travelers, sports enthusiasts, and passionate basketball fans.

The Solution

Aleph acquires Entravision's digital advertising business
The innovative campaign strategy was multifaceted: Aleph and STO entered into an exclusive partnership with @FIBAWC, allowing them to sponsor video highlights of matches in nearly real-time, with a special focus on the Slovenian Group phase and the knockout phase. In addition the campaign used 𝕏’s unique "Hashmoji" feature, where custom, paid icons were placed next to specific hashtags. This strategy not only integrated the brand into relevant conversations but also kept the campaign at the center of discussions among its target audience.

The Results

The partnership with @FIBAWC, enabled STO to deliver a unique and captivating campaign achieving remarkable results. The 2023 FIBA Basketball World Cup campaign had 18.2 million pre-roll video views with a 38.1% view rate and reached more than 10 million consumers across the Globe. The campaign performance surpassed initial projections with an impressive 69% lower CPM, 63% lower CPV, and an 86% lower CPC vs. initial benchmarks. The campaign-related Hashmojis received 2.5K unique mentions across 𝕏, with #winforSlovenia being the most popular hashtag.

The Slovenian Tourist Board has partnered with FIBA and Aleph to cheer for the Slovenian basketball team in the World Basketball Championship 2023. At the same time, it was an excellent opportunity to represent Slovenia for what it is best known for: its beauty, uniqueness, richness of possible experiences and countless sports opportunities. We hope we have inspired and encouraged many travel and sports enthusiasts to travel to the playground of the biggest – Slovenia, as it proves how the tiny beginnings in a small country can become big successes of international sports stars.

Gabrijela Fužir Bauer - Head of Digital Communications, STO
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