River and a campaign to get partners through social networks that will bring him a million dollars

Maximiliano benozzi

09/09/2021 14:14

• Clarín.com

• sports

Updated 09/09/2021 2:14 PM

Technology advances. And in times of pandemic, its use accelerated. So much so that its use can not only allow the connection between communities, but also get money to help alleviate the economic difficulties that were generated. And River is a case.

From the deepening of the work with his social networks, he achieved a number of important partners, which will allow him to pocket a million dollars

, taking the official value, which at the end of last year ranged between 78 and 84 pesos and is now found in the 105 pesos.

After the campaign

"Your moment to be a member"

(in November and December 2020), through which River added thousands of associates and registered users, Facebook produced a report highlighting the success of the club: "

According to internal data of the club, River Plate generated a million dollars in customer life value using Facebook and Instagram. This figure corresponds to the incremental direct income that the institution will receive in the next year due to the incorporation of more than 3,100 new members through a campaign of a month in those social networks "

.

In addition to the 3,100 new members, River also added 16,800 new member users.

Meanwhile, beyond the figures regarding new partners,

River had an increase of more than 80% in interactions on the Facebook page compared to last quarter

.

And in addition, it quintupled the record of one-minute reproductions on the Facebook page in the same period.

Enzo Francescoli was the face of the campaign.

“Social networks are a key element of our digital ecosystem. By creating synergies with our River ID platform, we were able to enhance the effectiveness of this campaign on Facebook and Instagram, which sought for fans to take a further step in their relationship with the club and become partners. The results have been excellent and demonstrate how a social media strategy that strengthens our brand and its relationship with the audience provides us with fundamental tools when it comes to continuing to make the club grow ”

, commented Stefano Di Carlo, second vice president of the Núñez institution .

And he added:

“For us it is very positive because it is an example of the success of the club's digital transformation, which gave us the chance to offer the entire process of associating online through RiverID, and to combine that digitization with our strategy of content, which made us build a very loyal community on social networks. We can turn our digital fans into partners with actions directed at them with campaigns like this one, which appeal to the fans' love for the club ”

.

During the pandemic, River had approximately 17,000 new associates sign-up, of which 12,410 correspond to Partners (73%) and 4,590 correspond to

Somos River

(27%).

And, on the other hand, more than 85 percent of the corporate mass was kept up to date.

It is not a minor data since after the sale of players, the money that comes in through the members is among the highest items of income to the club's treasury.

How the work was done on social media

According to the Facebook report, in the first phase of the campaign, River concentrated its efforts on giving maximum visibility to the main video with the club's legends and the

“emotional hook”

that they wanted to convey to fans who were not associated.

To do this, they took advantage of their huge organic distribution to amplify their message, but they also used Facebook's marketing tools to maximize reach.

In addition to building audiences from internal data using custom audiences from a customer list, they also took advantage of custom engagement audiences, which allowed them to target people who had previously engaged with their videos on Facebook and Instagram.

To expand their message beyond their community, they worked with a combination of tools: Facebook audiences to target ads with criteria such as interests and location, and lookalike audiences to find people who were likely interested in their campaign due to similarities to their audience. principal.

In the second phase of this effort,

the marketing team created call-to-action ad campaigns

, with custom layouts and text to re-engage viewers of the main video and direct them to a specific page so they could complete the process. to become partners. It is worth mentioning that the user experience on this page was completely personalized for each of the audiences in order to offer a smooth shopping experience.

River used the Facebook pixel to understand more about the trajectory of users on the registration site and create

personalized audiences

with this information

.

In this way, they were able to re-impact this audience through retargeting according to their specific journey on the site and thus help them complete the purchase.

To complement this strategy,

River also bet on live content to hook its audience

, transmit the main messages of the campaign and generate personalized audiences to which they could redirect ads.

Among other efforts, the club broadcast live Conmebol Libertadores matches, its second team, press conferences and much more.

River's special videos had a huge impact on his audience

, who reacted immediately to the content, taking video consumption and interaction to another level. The 1-minute views increased 5½ times and there was an increase of more than 80% in the interaction compared to the previous quarter.