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Hitting it for six with Hero CPL T20

CPL T20

The biggest party in sport, we took the Caribbean Premier League (CPL) T20 2021 cricket tournament to new heights on YouTube.

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Service

Channel management strategy

Digital rights management

Content strategy

THE BRIEF

Grow and optimise CPL T20’s YouTube presence, entertaining their almost 1 million subscribers with the content they love while also working to reach a new and broader audience for the 2021 cricket tournament.

HOW WE DID IT

We designed a bespoke content strategy for the 2021 tournament, with a winning mix of highlights, live streams and YouTube Shorts.  The channel now boasts over 1.3m subscribers and will expand in 2022 to feature a women’s tournament too.

Our approach

Optimising content, managing rights and engaging the community grew CPL’s global audience by 363k subscribers with a record of 75million views.

The results

+75% Views

+54% Watch Time

+49% Subscribers

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