OPPORTUNITY

Brand awareness was low. To fix this, we started by testing different ad buckets. Family friendly, soccer fanatics and local pride. With over 200 assets created, we balanced value propositions, took some shots on how expensive the MLS is, and associated OCSC as your local club. Balancing evergreen and match-day campaigns, we quickly saw the Spanish presence of the campaign beat English benchmarks.

Solution

The campaign really started to scale when value props were established and we leaned into local pride. If you're from Santa Ana, why go to an L.A. Galaxy game when your local club is right by. Making a deep playoff run, we highlighted the emotion and high quality of play. The tone of the campaign felt very naturally geared towards soccer fans with a tongue and cheek tone. Countless reels balanced value, emotion and family environment.

Engagement was off the charts with 119,000+ reactions showing that light provocation and soccer pride went hand and hand. Ads performed over English benchmarks and 60% more of the community was involved. To support 1st generation audiences, special landing pages were created centered on family discounts, box office pricing and the overall price to value of the club. All matches ended sold out.

The Outcome

OCSC had its best season in 2025 in terms of ticket sales, much of this attributed to the campaign. The renewed energy led to the stadium being expanded. They continue to build relationships with their Latino community as they move into a much-awaited 2026 season.