BWT Alpine F1
BWT Alpine F1® Team challenged us to grow their fan database as quickly as possible throughout the 2021 and 2022 Formula 1 season.
Our core focus has been on building a vast lake of actionable fan insights along with a sizeable audience of opted-in fans who can be communicated with. From there, the task was to develop an “always-on” lead nurture and communications programme through effective CRM.
What we did
We have activated on behalf of both the team and its key partners to gather 1st party data and fan insights through mass data acquisition campaigns. Those activations have launched globally but with a focus on Alpine’s core markets as database growth areas.
Leveraging team talent and intellectual property, we’ve been able to offer fans a chance to win money-can’t-buy-experiences and products through prize draw mechanics.
Within that, we were responsible for developing and managing a fan communication plan consisting of newsletters, branded partner communications and CTA emails – driving traffic to various web domains.
Our work so far has seen us grow the BWT Alpine F1® Team fan database from zero to its current size – achieving over 100% YOY growth since we began.
The team has also achieved a 55% opt in rate across all digital activations. Those campaigns and communications, delivered on behalf of key team partners, have driven tangible revenue for the team’s entire portfolio of partners.
100+ actionable insights have been gathered from the most engaged BWT Alpine F1® Team fans to date.
Opt in rate on activity
YOY database growth