A social campaign was launched on Facebook and Instagram to drive traffic to a contest landing page. Contestants were given the chance to win a gift voucher of 50€.
KRC - Fan aqcuisition and retention
FAN ACQUISITION AND RETENTION
The Challenge
As is usual in professional sports a part of the operations of KRC Genk is dependent on contributions from members. KRC Genk wanted to improve their reach towards fans and potential members as well as optimise their connection with current subscribers.
Acquisition
Visitors were encouraged to chat with the team captain to answer questions in a playful way. This allowed KRC Genk to get new contacts, and capture data
on their interests and favourite team player.
Nurture and Excite
All newly acquired contacts were sent an
automated and personalised
email campaign:
- Informing them about the new football season.
- Thanking them personally for their support.
- Nurturing them with information and advantages of a subscription.
Convert
Automated follow-up campaigns were scheduled to further
excite and convert non-subscribers.
Results
Social media results
Over 160.000 people were reached using Facebook and Instagram ads.
Chat results
KRC Genk had more than 5000 automated conversations with their fan base.
More info?
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