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- Heracles Almelo
Unique example of fan engagement by Heracles Almelo
Through hyper-personalization via Voice and WhatsApp
Leader in brand experience
Hyper-personalization is the key to creating unique customer experiences that drive growth, success, and brand engagement. For Heracles Almelo, we have linked 100+ data points and individually surprised fans with personalized messages from their favorite players via Voice and WhatsApp. An unprecedented example of fan engagement in the Dutch football world.
Awards
Dutch Search Awards - Best use of innovation Dutch Search Awards - Best use of marketing automation
Boost for a new season start
Fans and club closer than ever before.
As the first football club in the Netherlands, Heracles utilizes channels like WhatsApp and Voice to connect with fans on a one-on-one basis. Through an automated loyalty campaign, fans, the club, and players of Heracles Almelo came closer together than ever before. The ultimate form of brand experience.
Challenge and solution
Combining creativity and innovation.
Expanding the fan base is challenging due to the geographical limitation (small area) and competition. To systematically grow the target audience, multichannel messaging in the form of WhatsApp, through the omnichannel partner Messagebird, was implemented.
The goal? Achieve higher conversion rates compared to traditional channels like email, engage the fanbase more with the club, show extra appreciation to loyal supporters for their support, and facilitate faster communication.
Use of Voice
Personal thank you from players.
Season ticket holders received an automated phone call with a message from one of their favorite Heracles players. They were thanked for renewing their season ticket. They were also informed that they would receive a WhatsApp message to forward to friends, family, or fellow Heracles supporters.
WhatsApp messaging
For an even broader reach.
As a follow-up to the phone call, a WhatsApp message is sent with a video featuring a Heracles player encouraging the renewal of season tickets. Recipients could forward this message to friends, family, or fellow Heracles supporters, thereby reaching an even larger target audience.
Social Media posts
Player buzz.
As receiving automated calls and WhatsApp messages from a company is relatively new in the Netherlands, Heracles Almelo promoted their new campaigns to their supporters through social media channels, generating a lot of online buzz. The fact that several Heracles players participated in the campaign particularly sparked excitement, with people sharing who they had received calls from. The combination of personalization and "contact with the players' group" resonated extremely well.
Winning strategy
Right target audience, right impact.
The selected target audience, season ticket holders who had already renewed, is most likely to share something on social media about their renewal and has the highest number of Heracles supporters/people from Almelo and surrounding areas in their network. This way, the message is optimally delivered in the right environment.
Especially during a less successful period in terms of sports performance, innovative channels, personal messages, and the right strategy have significantly contributed to a fuller stadium and increased engagement with the club on the path to the desired promotion.
+ 3.000 opt-ins
Huge database enrichment with first-party data
98%
WhatsApp open ratio
+- 50%
Percentage of answered phone calls
About the collaboration
Maintaining and expanding the lead.
The unique use of marketing automation and WhatsApp in collaboration with MessageBird has clearly made a significant impact and demonstrates the importance of innovation within the partnership with Heracles Almelo, which Marketing Coordinator Frank Merjenburgh describes as "excellent."
Endless automation possibilities
Visibility on records.
The focus on continuous innovation is emphasized through new WhatsApp campaigns surrounding the Heracles kids club, season ticket transfers, and the sale of half-season tickets. The potential of using marketing automation and channels like WhatsApp is immense.
"Reaching 7,400 season ticket holders is a record. We want to surpass that, and maybe even more," says Frank, who remains relentlessly ambitious.
Harness the opportunities of marketing automation
I'm happy to help.
Elke Eijsink, Marketing Automation consultant
Best Fullservice Digital Agency '24