Dunlop Sport – Wimbledon Paid Ads Campaign

In June 2025, Footprint Digital partnered with Dunlop to deliver a multi-channel paid media campaign around the Wimbledon Championships. The campaign was designed to drive brand awareness and engagement through Dunlop’s ATP partnership, product range, and its sponsorship of British tennis player Jack Draper.

While the original media plan was built to capitalise on Jack Draper’s performance throughout the tournament, his early exit meant adjustments were made to the second week of campaign activity. Despite this, the strategy delivered strong results and has created a repeatable framework for future tennis tournaments such as the US Open.

The campaign reached over 1.95 million users across YouTube, Meta, and TikTok, generating over 101,000 video views and 148,000 engagements.

The overall cost of the activity was kept low at £562.08, with an average cost per view of just £0.006 and a cost per click of £1.52.

Engagement rate across platforms was 39 percent, reflecting strong audience interaction with Dunlop’s creative.

Three videos were used on YouTube: the Dunlop FX Series product film, a Jack Draper profile piece, and the ATP partnership announcement.

The FX Series video was the most successful in terms of reach and engagement, generating over 71,000 views from 220,000 impressions.

The Jack Draper video achieved 24,576 views, while the ATP film delivered close to 6,000 views.

Engagement on YouTube was strong across the board.

Just under 43 percent of viewers watched at least 25 percent of the videos, and almost 30 percent completed them.

With an average cost per view of just £0.006, YouTube proved to be the most efficient platform for video distribution and audience retention.

The Meta campaign generated over 460,000 impressions and reached nearly 390,000 users.

A total of 53,325 engagements were recorded, primarily driven by high-performing image ads.

While video content saw lower click-through and completion rates on Meta compared to YouTube, static creatives consistently delivered better cost per click and engagement performance.

Content featuring Jack Draper received good engagement, but the FX Series creative outperformed in terms of reach and views.

The TikTok element of the campaign focused mostly on Dunlop’s “Elements of the Game” video series.

It generated over 1.15 million impressions and contributed significantly to overall brand awareness. Despite strong reach, video completion rates were lower on this platform, with 6,361 users watching 25 percent of the videos and only 686 watching to the end.

Jack Draper’s early exit from Wimbledon likely impacted TikTok performance, increasing CPC and lowering engagement. In response, we shifted budget towards creatives with stronger early-stage engagement and lower CPV.

Despite shifts in the tournament narrative, the Wimbledon 2025 paid media campaign delivered clear, measurable value for Dunlop.

Strong engagement, low cost per view, and standout creative have created a blueprint for repeatable success in future tennis campaigns.

FX content emerged as a star performer, revealing that even in a campaign built for reach, visibility, and awareness, audiences are hungry for product-focused stories.

This insight paves the way for a sharper push towards conversion-led activity, which will be tested at scale during the US Open to drive sales and ecommerce growth.

With clearly defined platform roles and a proven bank of high-impact creative, Dunlop is primed to dominate digital engagement around major sporting events.