Through Salesforce Marketing Cloud, the strategy focused on innovating communication channels and empathizing with the entire fan journey. We sought to connect the real (physical) experiences of the fans with the digital world, from the moment they are at home, to the moment they arrive to live the stadium experience. All focused on creating experiences through active communication that really listens to them. The execution of the strategy was divided into innovation, digital experiences and on-site events. All this was achieved through the use of Salesforce Marketing Cloud and a team focused on design and architecture of Journeys for fans and everything that has to do with the performance and optimization of the Journeys.
Going from not knowing the fans to knowing them completely, understanding how they consume, how to sell them products, how to encourage them to visit the stadium and create an unforgettable experience. Innovative strategies were implemented through Salesforce Marketing Cloud, managing to increase the fan base by more than 100%, reaching our goal of season ticket sales, which is something incredible because every tournament we set a much higher goal and without believing that we were going to meet it this tournament we did. "I think this connection has been the best thing we have had throughout this time with Orange."