FC København2018-11-29T14:07:35+00:00

Project Description

FC København:
Using data to acquire fans & increase ticket sales

FC København:
Using data to acquire fans & increase ticket sales

26X

ROAS ON 6 PAID CAMPAIGNS

719K+ Kr.

EARNED ON CAMPAIGNS

7,370+

OPT-INS IN SIX MONTHS

Engaging with FCK fans on social

FC København (FCK), one of the most successful football clubs in Northern Europe, is on the cutting edge when it comes to fan experiences. But FCK didn’t want to just stop there. They wanted to learn more about their overall fan base, acquire and sell tickets to new fans, and collect first-party fan data securely, following the standards recently set by the General Data Protection Regulation (GDPR).

With goals of growing the contactable marketing database and selling tickets through digital campaigns, FCK partnered with MVPaudience (Powered by Umbel) to help jumpstart this process. By implementing contests with MVPaudience’s intuitive data acquisition solution, they made data collection extremely easy while creating a smooth and engaging process for fans.

Collecting fan data and opt-ins

Using MVPaudience’s Activations to collect valuable first-party data (that is, data collected directly from the fans), FCK and MVPaudience gained new insights into fans already in their CRM database. For example, from the four campaigns ran in the first 90 days, FCK now knows fans’ top brand and sport affinities, as well as geographies. To-date, FCK has collected rich, first-party data on more than 24,600 fans, with nearly 25% of those fans being net new to the FCK database.

719K+ Kr.

EARNED REVENUE IN TICKET SALES

2,500+ Kr.

PURCHASES ACROSS SIX CAMPAIGNS

Increasing revenue by acquiring new fans

A key initiative in working with MVPaudience was to find new fans beyond FCK’s current audience and new leads for membership/subscription plans. To do this, MVPindex ran four membership campaigns for 2018-2019 season products and excluded current and past subscription-holders from all targeting. The campaigns generated 1,566 conversions resulting in 410k+ Kr. in revenue among new purchasers.

In addition, FCK’s first-party data showed athletes from other teams, leagues, and sports that were high-indexing in the MVPaudience platform. FCK targeted fans who liked these players and also FCK for six paid campaigns that generated 719,108 Kr. in revenue and 26X ROAS. Not only were these campaigns successful, but FCK now has deep insights on over 24,600 fans in the Umbel database–averaging nearly 150 data points per fan.

Benefits of using MVPaudience data

These deep fan insights were then used to sell tickets to upcoming matches against FC Midtjylland and Brøndby. The MVPaudience team used FCK’s creative—video and still images—and sold tickets on Facebook leveraging fan data. With these hypertargeted campaigns, FCK saw results up to 45X ROAS for a single membership campaign that ran just nine days.

Leveraging FCK’s video and still images, MVPaudience ran a membership campaign that generated 45X ROAS in just nine days
Download PDF

Engaging with FCK fans on social

FC København (FCK), one of the most successful football clubs in Northern Europe, is on the cutting edge when it comes to fan experiences. But FCK didn’t want to just stop there. They wanted to learn more about their overall fan base, acquire and sell tickets to new fans, and collect first-party fan data securely, following the standards recently set by the General Data Protection Regulation (GDPR).

With goals of growing the contactable marketing database and selling tickets through digital campaigns, FCK partnered with MVPaudience (Powered by Umbel) to help jumpstart this process. By implementing contests with MVPaudience’s intuitive data acquisition solution, they made data collection extremely easy while creating a smooth and engaging process for fans.

Collecting fan data and opt-ins

Using MVPaudience’s Activations to collect valuable first-party data (that is, data collected directly from the fans), FCK and MVPaudience gained new insights into fans already in their CRM database. For example, from the four campaigns ran in the first 90 days, FCK now knows fans’ top brand and sport affinities, as well as geographies. To-date, FCK has collected rich, first-party data on more than 24,600 fans, with nearly 25% of those fans being net new to the FCK database.

719K+ Kr.

EARNED REVENUE IN TICKET SALES

2,500+ Kr.

PURCHASES ACROSS SIX CAMPAIGNS

Increasing revenue by acquiring new fans

A key initiative in working with MVPaudience was to find new fans beyond FCK’s current audience and new leads for membership/subscription plans. To do this, MVPindex ran four membership campaigns for 2018-2019 season products and excluded current and past subscription-holders from all targeting. The campaigns generated 1,566 conversions resulting in 410k+ Kr. in revenue among new purchasers.

In addition, FCK’s first-party data showed athletes from other teams, leagues, and sports that were high-indexing in the MVPaudience platform. FCK targeted fans who liked these players and also FCK for six paid campaigns that generated 719,108 Kr. in revenue and 26X ROAS. Not only were these campaigns successful, but FCK now has deep insights on over 24,600 fans in the Umbel database–averaging nearly 150 data points per fan.

Benefits of using MVPaudience data

These deep fan insights were then used to sell tickets to upcoming matches against FC Midtjylland and Brøndby. The MVPaudience team used FCK’s creative—video and still images—and sold tickets on Facebook leveraging fan data. With these hypertargeted campaigns, FCK saw results up to 45X ROAS for a single membership campaign that ran just nine days.

Leveraging FCK’s video and still images, MVPaudience ran a membership campaign that generated 45X ROAS in just nine days
Download PDF
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