CASE STUDY: RedMen TV

Kicking Off Conversions: Redmen TV Scores with Fan-Led Campaign

95,000+ Views

CASE STUDY: RedMen TV

Kicking Off Conversions: Redmen TV Scores with Fan-Led Campaign

95,000+ Views

9 Creators

110%

95,000+ Views

July 2022

110%

95,000+ Views

July 2022

9 Creators

The Challenge

Redmen TV, a leading independent platform for Liverpool FC fans, turned to us to amplify their subscription model and scale their audience on TikTok and Instagram. Despite already having a strong brand identity and loyal following, Redmen faced the challenge of converting passive football enthusiasts into paying subscribers, particularly through short-form social platforms where scroll behaviour dominates.

Our task was clear: raise awareness, generate buzz, and most importantly, convert views into measurable traffic and subscriptions through creator partnerships.

The Solution

To meet this challenge, we executed a creator-first campaign strategy that merged fan passion with performance marketing.

We collaborated with 9 high-engagement football creators across TikTok and Instagram, each deeply embedded in Liverpool FC fan culture. These creators were carefully selected based on their ability to authentically connect with their audience through humour, match-day commentary, and relatable fan banter.

We developed custom storyboards to guide the content, highlighting Redmen TV’s value proposition, exclusive commentary, behind-the-scenes analysis, and post-match reactions. However, creators were encouraged to put their own spin on the content, giving the campaign a raw and organic feel that resonated with fellow supporters.

To drive urgency and action, each creator included link-in-bio CTAs and focused messaging around “don’t miss out” moments, such as upcoming fixtures or major transfers. Some creators even posted multiple pieces of content, with a few incorporating follow-up videos or livestream shout-outs to maximise reach.

Content was strategically launched in the run-up to key Liverpool matches, ensuring maximum engagement during periods of peak fan excitement.

The Results

The campaign generated:

98,549+ combined views across TikTok and Instagram

378 UTM-tracked link clicks leading to Redmen TV

A strong lift in subscriber sign-ups during the campaign window

Notable traction from creators like @cheekyjurgen and @vvd.globe, who both delivered standout performance in terms of reach and engagement

More importantly, the campaign highlighted the impact of niche creator trust; fans were significantly more responsive to familiar voices within their own football communities than to traditional advertising. Redmen TV saw a measurable lift in brand interest and trial subscriptions, further validating the power of native storytelling when paired with platform fluency.

By turning Liverpool’s most passionate voices into campaign ambassadors, we helped Redmen TV build deeper fan loyalty while growing their subscriber base, one post-match chant at a time.