Categories Name : Marketing Strategy

Sub-Category : Relationship Building/Remarketing

Entry Name (Campaign) : Rajasthan Royals CRM Game On With 12 yrs of Data

Results

Our journey on CRM started with a de-listed domain and constantly dipping engagement. Naturally, corrective measures were the priority. We started with categorizing our 12 years of fan data into cohorts (Franchise fans & Players’ Fans), followed by a three step Inform-Educate-Engage strategy to improve our delivery scores. For instance, mailers containing key announcements and news kept fans in the know about all things IPL while giveaways, loyalty programs and match reports drove tune-in behaviour. Once the domain was re-enlisted, we took to the mobile platform to amplify engagement scores. We initiated fans on the second screen during matches and redirected them to our never-seen-before fan chat room, quizzes, games, merchandise shop and more through perfectly timed & mobile-friendly matchday mailers. While the fans were sitting miles away from the stadiums, our efforts made them feel valued, involved and closer to the team. This strategy also fed back relevant audience data into a 3rd party platform to create sharper attributes to define our fans as Engaged or Inactive and furthermore, we were successful in classifying Engaged Audience Lists into Core Fans, Gaming Lovers & Trend-seekers. This innovative approach helped us serve relevant and engaging content throughout the 90-day long season and helped shoot our click-through rates through the roof.