When rebrands go wrong

(And how to avoid the pitfalls)

Paddy Power poised to mark 1m Facebook audience

Paddy Power is planning a campaign “typical” of its irreverent voice to mark it reaching the one million Facebook fans mark, according to marketing director Christian Woolfenden.  

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Speaking with Marketing Week, Woolfenden said the bookmaker was poised to launch the campaign – which would be “typical of the brand” – next month when it is on course to reach the landmark number, it currently stands at 964,000. By contrast William Hill has just under half a million Facebook fans. 

This will be followed by a “significant evolution” of its ‘We Hear You’ social media activity as the bookmaker marks the kick-off of the 2013/14  Barclay’s Premier League season. 

Woolfenden says the bookmaker is looking to further its online marketing success through the employment of online personalisation – i.e. using cookies and behavioural targeting technology to display the most relevant content – both content on its website and its online advertising. 

“We’ve been constantly experimenting with social for the last year to 18 months. Paddy Power operates on a 70/20/10 basis [in terms of its marketing budget]. Social is in the ‘20 bracket’ right now but it’s very much moving into the ‘70 bracket’ and becoming a bigger part of the mainstream strategy,” he said. 

Woolfenden recently increased his UK-based brand team with the appointment of Anna Braithwaite as sportsbook marketing manager to tea-up Paddy Power’s horse-racing and football brand campaigns, plus Harry Dromey to its now infamous “mischief” division. 

The Ireland-based bookmaker credited its irreverent marketing activity – including ambush tactics around the London 2012 Games and Euro 2012 tournaments – as a significant contributor to its 31 per cent year on year hike in revenue last year and plans to continue with the same tone of voice.  

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