We are proud to share that Footprint Digital has been shortlisted for PPC Campaign of the Year at the National Digital Awards.

This recognition celebrates our work with Dunlop Sports on a global PPC campaign delivered during the ATP Tour, built around the growing profile of Jack Draper.

This nomination is a reflection of the strategy, creativity and performance that defined the campaign. We are now asking for your support to help us win.

A Campaign Built for a Global Stage

The campaign was designed to align Dunlop’s brand with one of the most significant moments in the tennis calendar.

By tapping into the global attention surrounding the ATP Tour and leveraging Jack Draper’s rising visibility, we positioned Dunlop in front of highly engaged tennis audiences at exactly the right time.

A strong strategic foundation ensured the campaign was carefully structured, with clear audience segmentation and targeting across key international markets including the United Kingdom, United States, Germany, Italy, Spain and the Netherlands.

This approach allowed us to deliver relevance at scale while supporting Dunlop’s wider brand and commercial objectives.

Exceptional Performance

The campaign delivered outstanding results, combining scale with efficiency.

YouTube activity achieved cost per view figures between £0.002 and £0.004, enabling millions of video views while maintaining strict control over media spend. In July 2025, the campaign generated more than 1.35 million views, and by September this had scaled to over 3 million views globally.

Engagement was equally strong. Video completion rates demonstrated that audiences were actively choosing to watch the content, while on site behaviour showed users spending several minutes exploring Dunlop’s products and navigating multiple pages. This reflected high quality traffic and genuine interest in the brand.

Creative That Drove Results

Creative execution played a central role in the campaign’s success. Multiple asset families were developed, including CX, SX, FX, ATP Ball and Elements of the Game, allowing us to test different messaging and visual approaches across platforms.

Video content proved particularly effective. The CX creative achieved a 97.6 percent full video completion rate on YouTube, highlighting strong audience attention and engagement. Insights from performance data showed that SX creatives drove higher click engagement on Meta, while CX assets delivered stronger retention on video platforms. This allowed us to refine how creatives were deployed across channels.

By continuously monitoring completion rates, click through rates and user behaviour, we prioritised the strongest performing assets and worked closely with Dunlop and their design partners to ensure creative remained aligned with audience expectations.

Data Driven and Continuously Optimised

Ongoing optimisation was a key driver of success. The campaign used automation, advanced bid strategies and Performance Max campaigns within Google Ads to maximise reach and conversion opportunities. Data driven adjustments were made throughout, ensuring the campaign evolved in line with performance insights.

Using Microsoft Clarity, we identified a checkout issue affecting users in key markets including the UK and US. Resolving this improved the user experience and strengthened the campaign’s ability to convert engaged visitors into customers. This focus on landing page relevance and user journey ensured that performance gains translated into tangible commercial impact.

Why This Matters

This campaign demonstrates what can be achieved through excellence in planning, execution and optimisation. It combined strategic thinking, creative quality and intelligent use of data to deliver a campaign that achieved both scale and substance.

For Footprint Digital, it reflects our commitment to humanising digital marketing by making data transparent, strategies understandable and results meaningful for our clients.

Vote for Footprint Digital in Two Categories!

We are incredibly proud to be shortlisted for this award and of the results delivered for Dunlop Sports. If you believe in smart, data driven PPC that delivers real impact, we would greatly appreciate your vote for PPC Campaign of the Year AND Tool of the Year for Response RAIdar!

Thank you for your support.