Team Jumbo-Visma is one of the largest, best-known and most successful sports teams in the Netherlands. With nearly half a million cycling fans and fifty thousand skating fans on Instagram, Team Jumbo-Visma is a solid sports brand with a large following of supporters. But how can we learn more about our cycling and skating fans in order to become more personal and relevant for both our fans and our partners? This was the question that Jumbo-Visma Team was asking at the beginning of 2018.
Then we came along and took a look! This was the start of a great and successful collaboration, where the target from the start was to have not only the best performances on the bikes and in the skating rinks, but to also become the best sports team in the digital world.
In order to achieve this, first of all we sat down with Team Jumbo-Visma and wrote out a digital strategy. The aim of this strategy was to involve the cycling and skating fans in a digital and interactive way with the team, to get to know them better and then to build up a stronger relationship with these fans.
Based on current events relating to the team, the racers, associates and the sporting calendar we developed jointly with Team Jumbo-Visma a series of different annual campaigns around this, that led to either interaction with the target group or outreach to new fans. This included campaigns linked to the great touring races like the Tour de France or the Giro, but also picking up on trends such as, for example, the growing number of cyclists in the Netherlands and creating a link to this audience. The point of contact with the fans means that the team gets to know the fans better, after which the team can use a variety of different marketing automations to communicate with these fans in a more relevant and personal way. An example might be automatically sending a message on a birthday or an automatically generated personal offer from the web-shop based on products bought previously.
We also support the team in the area of promoting prize competitions, developing email campaigns, monitoring and publishing campaigns on social media, digital support during busy periods, developing campaigns that need to lead directly to increased conversion rates and further increasing the fan base.
Finally, we also support in a number of marketing development activities. These are particularly things such as SEO optimisation, SEA campaigns and the roll-out of the web-shop to more marketplaces. But there are also other activities where something new needs to be developed digitally, such as new automation flows, technical improvements in the web-shop, optimisation of messaging or the use of google shopping. Thanks to both our knowledge of the best digital marketing solutions and our knowledge of e-commerce business we are able, for example, to run very targeted and successful campaigns for the Team Jumbo-Visma webshop.
An example where these three elements came together successfully was the Tour de Kans (Tour de Chance) campaign. Because of the corona measures in the summer of 2020, fans were unable to go out and follow their favourite cycle races from the sidelines. That is why we worked together with Jumbo to develop a digital approach to bring the Tour de France atmosphere into the home. For twenty-three days, through a digital Tour you could take part in various games such as wheel of fortune, memory, snake and various quizzes. By playing games, you had a chance to win the fantastic prizes offered by various partners every day. These might be things like tickets for the Zandvoort Grand Prix, a skiing weekend in Austria, Jumbo gift cards, Primož Roglič's bike and Gazelle e-bikes. The average participant joined in more than seven times and in total a cool 13,700 hours of games were played. Over the 23 days more than 1,038,000 emails were also sent out. Not only to thank the participants and to provide relevant content, but also daily reminders about a new game.
The Tour de Chance campaign was so successful that it was also run in 2021 and still remains an excellent example of how to develop new campaigns.
When developing a digital strategy the most important challenge was to acquire a better view of the Jumbo-Visma Team fans, to maintain this relationship and to create loyalty in new fans. Today's figures show that since it started in 2019, the email database has grown to eight times its size, there is now a better insight into the primary interests/preferences of thousands of fans, and the numbers for online followers, website visitors and web-shop revenue have all grown substantially.
Do you want more information about this case study, creative activations and enrichment of your database? Feel free to contact Mike Mulders or Damian François.
Digital Marketing Lead
06 - 30953296
06 - 57885934