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Case
B2B
Fangagement campaigns as a means of boosting exposure for Go Ahead Eagles
Go Ahead Eagles
The pride of Deventer
Go Ahead Eagles is Deventer’s football club. And Deventer is home to Traffic Today. As prominent players within the Hanseatic city, we saw a great opportunity to join forces and strengthen one another. As a result, Traffic Today is now one of Go Ahead Eagles’ marketing partners. Exposure for us in the stadium, and improved online visibility for ‘Kowet’. A case study on how we’ve boosted the club’s visibility through fangagement campaigns. Curious to find out how we can get the most out of your online campaigns?
Snelle vs Bas
The production of the video series ‘Snelle vs Bas’ marked the figurative kick-off of our joint campaign. In this series, footballer Bas Kuipers took on singer (and friend) Snelle. The challenge? To ensure the videos were viewed as widely as possible and to attract the attention of non-traditional sports media.
Traffic Today We helped Go Ahead Eagles create an effective content plan to maximise the reach of the series. The short-form video platforms (TikTok and Instagram) were used as teaser channels, whilst the full episodes could be viewed on Facebook and YouTube. We also included the channels of Snelle, Bas Kuipers and the Go Ahead Eagles esports players in the plan, to introduce the series to related target audiences. The Go Ahead Eagles fanbase is so large in Deventer and the surrounding area that the number of subscribers exceeded 1,000 at the start of the campaign. This gave Traffic Today the opportunity to utilise Google AdSense for Go Ahead Eagles. Using this Google platform, we were able to convert YouTube views into euros, thereby establishing a simple yet effective source of revenue for the club.
The finale of this series was the shirt launches for the new season. Content formats such as teasers, repostable stories by Go Ahead Eagles’ partners and behind-the-scenes footage were incorporated into the planning to shape the launch. At the same time, we devised the tagline ‘Our Home’, as a follow-up to the season ticket campaign ‘Home again’ from the previous year.
Noppert in Orange
As loyal supporters of Go Ahead Eagles, Traffic Today take their places in the stands at De Adelaarshorst every two weeks. And there on Vetkampstraat, something wonderful came to fruition in early 2022. Andries Noppert, who started the season as a substitute goalkeeper, was suddenly called upon to take his place between the posts following Warner Hahn’s departure.
The supporters quickly took the goalkeeper to their red-and-yellow hearts, and the chant ‘Noppert in Oranje’ could be heard more and more often in the stands. After Noppert was even asked about it in interviews, Go Ahead Eagles and Traffic Today decided to come up with a light-hearted campaign with King’s Day approaching. The shirt sponsor was asked to produce an orange goalkeeper’s shirt for Noppert, which he could wear in the match against Fortuna Sittard.
Sports media outlets such as Voetbal International, NOS Sport and ESPN couldn’t stop talking about the shirt, which was auctioned off for charity. The fact that Noppert actually made it into the Dutch national team six months later rounded off the fairy tale perfectly.
Distinctive content: Young Eagles
Today’s youngest fans are tomorrow’s supporters. They are introduced to the club by their grandfathers or discover their love for Go Ahead Eagles for themselves at the kids’ club. To emphasise the importance of this kids’ club, Go Ahead Eagles wanted to optimise the provision of information across the various pages.
Using our online marketing expertise, we have clarified the distinction between the Kowet Kuikens, Kootjes and Harly’s.
Key to this approach was a distinctive writing style, metaphors linked to Eagles and clear information. Any information that couldn’t be included on the pages was incorporated into a frequently asked questions (and answers) page.
Growth in new business
Go Ahead Eagles has established itself as a financially sound Eredivisie club. It is no coincidence that Go Ahead Eagles has proudly topped the KNVB’s Financial Rating System for years. Partly thanks to its large number of business partners, the club manages to maintain this status year after year. However, there is always room for growth, which is why Go Ahead Eagles felt the need to optimise the pages dedicated to business partners.
Traffic Today To this end, a structure has been devised which clearly distinguishes between corporate match attendance, sponsorship, meeting rooms and additional information.
The English football experience, the buzz surrounding the match, the perks of being a business partner, as well as the networking opportunities and unique meeting venues. These are all triggers incorporated into the content to persuade potential leads to arrange an introductory meeting with a Go Ahead Eagles account manager. Joining Deventer’s premier club is closer than ever!
Want to grow together?
Curious to find out how we can help your business grow with targeted online marketing campaigns? Do you want to generate more leads and increase your brand awareness? Our experienced team is ready to help you!