1. Introduction

• Liverpool FC encourages fans to own a part of the club’s history by bidding for signed match-worn shirts from the season’s Premier League and Champions League games. The proceeds are donated to the LFC Foundation, creating life-changing opportunities for young people and families at home and abroad.
• As Liverpool FC’s official calendar marketing provider, ECAL provides the platform for the Club to reach its global fanbase and communicate important match, member, and promotional information directly to their personal digital calendars.

2. Objectives

• Expose the recently launched Liverpool FC Auction Store to fans and educate fans on the opportunity to bid for priceless items.
• Communicate upcoming auction details and important commencement and closing windows to fans globally.
• Increase interest and engagement in the auctions through increased visits to the LFC Auction Store.
• Create a seamless path for fans to bid, increasing conversion, raising auction prices, and delivering proceeds for the LFC Foundation charity.

3. Strategy

ECAL would work hand-in-hand with the marketing team at Liverpool to construct pro-forma campaign messaging for the brand, with recommended alerts, copy and direct action links, and direct access to the ECAL admin for effective self-management and success metrics.

4. Solution

• The team created 12 separate tactical events across a 30-day campaign, beginning on the 15th November 2024.
• Fans received ‘LFC Auction’ events directly into their calendar, with timely alerts, feature shirt details, positive messaging, and with a simple ‘Bid Now’ call-to-action linking directly to the LFC Auction Store.
• Due to the nature of these live events, fans globally were easily aware of auction commencement and closing times, giving them a greater opportunity to participate.

5. Outcomes

• 12 tactical events were crafted and served into fan calendars over a 1-month campaign.

• ECAL delivered over 1.4m event impressions to high-value MyLFC Members over this campaign.

• Over 2,600 bidders utilised the  ECAL’ Bid Now’ CTA directly from their personal calendars.

• The LFC Player Shirt Auctions have been a great success, raising BIG funds for the LFC Foundation.