As a big soccer fan, and especially a big fan of the Premier League, it's always good to see English clubs make new efforts in digital to market their team and expand their reach. In one particular case, Chelsea FC recognized that their stadium could only accommodate 42,000 people, a tiny fraction of their global fan base. Their challenge: to improve the match day experience for those fans that were not able to be there in person. The metrics they set to validate their goal were 1 million MAU and at least the 4th most downloaded football app in the world.
Gaining and keeping engagement was key - they had to analyze their mobile data, create personas to design the app experience, and then use paid media and push marketing to tempt less active target fans with relevant content. Then using these fanbase estimates, were able to calculate a cost-per-monthly-active-user number, and bump it up against the value of users continually engaging with the app over a longer period of time (ads, in-app spend, gear purchases, etc.).
The club's meticulous marketing approach worked - within six months of launch it met its goals, becoming the fourth most popular football app overall, and winning the 2020 Marketing Week Masters award for mobile. It shows what can be done when a business identifies a customer base that is mostly stagnant, and designs a concentrated marketing effort to target them and win their engagement.
https://www.marketingweek.com/masters-awards-chelsea-increased-fan-loyalty/
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