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Igniting Junior Cricket Passion through Parental Engagement

Danish Cricket-Federation

Igniting Junior Cricket Passion through Parental Engagement

The Danish Cricket Federation (DCF) is the governing body for cricket in Denmark, overseeing the development and promotion of the sport across the country. In the spring of 2023, four clubs in the Copenhagen area formed an alliance with the aim of pooling their resources and recruiting together. These clubs include AB, Glostrup, KB, and Svanholm. The purpose of the project is to support and inspire each other in the individual club's efforts to attract more members.

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DCF approached RAISE Agency with a specific challenge: to drive attendance to their open house events aimed at recruiting young cricket enthusiasts between the ages of 7 and 12. However, targeting this age group directly through conventional digital channels such as Facebook and Instagram was not feasible due to platform policies restricting ad targeting below the age of 18.

Strategy: Understanding the limitations posed by social media platforms, RAISE Agency devised a creative strategy to overcome this hurdle. Recognizing that parents play a pivotal role in influencing their children's extracurricular activities, RAISE Agency proposed targeting parents within the desired age group, leveraging their interest in providing enriching experiences for their children.

Execution: RAISE Agency collaborated closely with each of the four clubs to tailor messaging and promotional materials for the open house events. Utilizing a mix of targeted digital advertising and community outreach efforts, RAISE Agency aimed to capture the attention of parents and encourage them to register their children for the events.

Glostrup Cricket Klub

Glostrup Cricket Club

Results: The collaboration between RAISE Agency and Glostrup Cricket Klub yielded promising results, with 58 leads generated for the open house event and 59 event responses. 

Svanholm Cricket Club

Results: The collaboration between RAISE Agency and Svanholm Cricket Klub yielded promising results, with 15 leads generated for the open house event and 69 event responses. 

Kjøbenhavns Boldklub

Results: The collaboration between RAISE Agency and KB Cricket yielded promising results, with 55 leads generated for the open house event. 

Akademisk Boldklub

Results: The collaboration between RAISE Agency and Akademisk Boldklub yielded promising results, with 41 leads generated for the open house event. 

Danish Cricket Federation

Results: Through strategic collaboration, RAISE Agency partnered with the Dansk Cricket-Federation to promote cricket as a sport and support the clubs, resulting in reaching an audience of 140,946 individuals.

Among other things, the digital strategy included the following solutions:

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