El Heracles adopta el favorito de los aficionados channels y consigue un 95% de engagement en WhatsApp

Heracles adopts fans’ favorite channels and scores a 95% engagement rate on WhatsApp

Europa

Flow Builder

Resumen

Heracles Almelo has rapidly expanded their use of the platform to launch new channels, build their fan database and increase engagement using WhatsApp, Voz and automation.

Channels

WhatsApp

Voz

Productos utilizados

Flow Builder

Inbox

98%

tasa de apertura en WhatsApp

+3,000

nuevos opt-ins conseguidos en el correo electrónico y en WhatsApp

+50%

los aficionados participan en las llamadas automatizadas de los jugadores

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Empresa

El Heracles Almelo es un club de fútbol profesional holandés con sede en Almelo. Fundado en 1903, el Heracles compite actualmente en la segunda división de los Países Bajos y lucha por regresar a la máxima categoría de la liga holandesa, "De Eredivisie". El Heracles Almelo (en asociación con Adwise) ha estado utilizando MessageBird para desarrollar el marketing interactivo campaigns desde el verano de 2022 y ha ampliado rápidamente su uso de la plataforma para lanzar nuevos channels, construir su base de datos de fans y aumentar el compromiso a través de WhatsApp, voz y automatización.


Desafío

El Heracles Almelo buscaba nuevas formas de relacionarse con los aficionados para impulsar la venta de entradas de temporada y de partidos sueltos. El club utilizaba tradicionalmente el correo electrónico y las redes sociales para llegar a los aficionados, pero para generar más entusiasmo querían hablar con los aficionados nuevos y existentes en más channels. Dado que toda la experiencia del aficionado se está trasladando al móvil, era importante para ellos actualizar su base de datos de clientes con más información sobre las conversaciones preferidas y personales channels como WhatsApp y Voz.


El objetivo final del Heracles Almelo era aumentar el compromiso con los clientes a través de varios sitios web channels para impulsar la venta de entradas. Se enfrentaron a varios retos clave para alcanzar este objetivo:

  • Poca participación: While opt-in rates for email were good, in order to reach fans on new conversational channels, Heracles needed to build their database of opted-in fans.

  • Número de channels para aprovechar: Seasonal ticket renewals were critical to Heracles and they wanted to expand their channels beyond email. Heracles' goal was to convert at least the existing 6,400 fans into season ticket holders by using an omnichannel strategy.

  • Mejora de los datos sobre preferencias de canales: Heracles knew there was potential to reach their fans on new channels, but had limited data to tell them what channels would perform best with their audience.


Solución

Heracles partnered with Adwise, a full-service digital agency, who recommended Bird, a global leader in omnichannel communications, to craft the vision for fan engagement and multichannel campaigns. Bird and Adwise recommended that Heracles use WhatsApp and Voz for fan engagement campaigns to deliver hyper-personalized and engaging messages from players on conversational channels that have high usage and open rates with Heracles’ fan base.

Adwise and Bird worked together to implement Bird’s automation solution, Flow Builder, Inbox, and two-way WhatsApp, and Voice channels to build a new communication strategy for Heracles.‍


Automatización de llamadas de voz con voces de jugadores

Heracles used Bird’s Voice channel and built customer engagement journeys using Flow Builder,  to send supporters an automated telephone call from one of their favorite Heracles football players thanking them for their season ticket renewal and support. MessageBird’s Voice API allowed Heracles to make, receive, and monitor voice calls from a Bird voice-enabled virtual mobile number, to and from any country around the world. Using Bird’s voice automation meant that the club no longer had to manually call customers, instead they could spend time optimizing their campaigns and tracking engagement.


Compartir contenidos interactivos y personalizados para fans a través de WhatsApp

It was important for Heracles to reach fans on the highest performing channels. On average, WhatsApp has a 75% read rate and 15% click-through rate - which meant that Heracles could increase real-time fan engagement by communicating on the platform their fans use most.  Bird’s WhatsApp API helped Heracles send campaigns at scale with interactive content like personalized messages and videos from players. Fans were encouraged to forward the message to their friends on WhatsApp, which helped the campaign go viral beyond the initial target audience.


Aumentar la participación de los fans

Heracles wanted to create social buzz with their messaging, and while they had a sound email open rate (+10% above the industry average), it wasn’t generating real-time excitement among their fan base. Using conversational channels like WhatsApp and Voice meant the club could be more effective at reaching fans, creating buzz and getting fans to opt-in through marketing that felt more personal. Using the voice of players made the campaign personal and interactive which created hype that spread across social media as fans commented ‘who called you?’ These replies helped the club better understand the engagement of the campaign and interest in real-time.‍

Al-Jazeera-WhatsApp-Chat


Resultados

La estrecha colaboración entre Heracles Almelo, Adwise y Bird permitió al club crear de forma rápida y sencilla campaigns que convirtió a los fans en channels. El lanzamiento de WhatsApp y Voice como medios adicionales de comunicación con los aficionados channels ayudó al Heracles a aumentar el alcance de su base de aficionados, la cobertura de opt-in y el compromiso con un público más amplio. El uso de WhatsApp y la adición de contenido interactivo, como vídeos y mensajes personalizados de los jugadores, animó a los aficionados a comprometerse más con la marca, lo que condujo a un aumento del número de aficionados que renovaron sus abonos de temporada o subieron de categoría. El Heracles tiende ahora hacia un máximo histórico en la venta de abonos de temporada.

  • Más de 3.000 nuevos opt-ins. Combining social, email, and WhatsApp to drive opt-ins meant Heracles could increase their database with rich first-party data which went beyond email - giving the team the ability to message on mobile channels like WhatsApp and Voice.

  • 98% de tasa de apertura en WhatsApp. Connecting with users on their preferred channels meant an increased ROI from each campaign.

  • +50% de los aficionados respondieron a las llamadas automáticas de los jugadores. Fans loved hearing from players and excitement over player calls carried over into more engagement on WhatsApp and social media.  ‍To learn more about what's possible with Bird, and to see how we’ve helped other organizations, check out our historias de clientes page.

Your new standard in Marketing, Pay & Sales. It's Bird

En right message -> a la right person -> en el right time.

Your new standard in Marketing, Pay & Sales. It's Bird

En right message -> a la right person -> en el right time.