Liverpool FC

CHALLENGE

To help Liverpool FC better understand football fans in Indonesia in order to design a truly fan-centric fan engagement strategy across owned, earned, paid and partner channels. Add Value to Fans The Club wants to be authentic and relevant to local fans, and wanted to use data to help the Partnerships, Retail, and Marketing teams add value to local fans.

APPROACH

Create a bespoke data set – using Twitter & Instagram – to define the behavioural and demographic profile of Indonesian fans of the Club online, compared to general football fans in that market. Unique Fan Profile we defined the Club’s fan profile, including key interest areas and under-indexing interests, brand affinities, and their local vs. global outlook.

RESULTS

Our data enabled the Club’s Strategy, Partnerships and Consumer Insights teams to identify data- driven wins & tactics for local fan engagement, CRM, media planning, partnerships and retail, building on the research insights and the designed fan profile, including these fans’ values, interests and content preferences.