Thomson Sport wins with social using Experian, the Alchemy Social platform and Facebook
A member of the TUI Travel PLC Group, Thomson Sport was the provider of packages for the 2014 FIFA World Cup in Brazil.
“Our goal was to not just recruit new customers, but to engage the right audience to acquire quality leads. Working with Alchemy allowed us to leverage Experian’s Mosaic profiling to give us extra confidence when building our audience segments. Facebook newsfeed ads were also a great medium for getting people engaged with the brand and saw us boost page likes by 34%.”
– Chris James, Global Multi-channel Performance Manager
Due to the location of the 2014 World Cup in Brazil, increasing ticket costs and a lack of hotel availability, Thomson had to attract a high net worth of England football fans to maximise the return on their marketing spend. With nearly 3 million Facebook followers, Thomson Sport engaged with Experian Marketing Services to help them maximise the potential of social media.
Thomson Sport decided to incentivise potential customers that matched their ideal customer profile to provide their email address in return for a chance to win a free trip to watch FC Barcelona train. This activity also provided the opportunity to register interest in the 2014 World Cup packages. The success of the campaign relied on being able to target only those individuals that matched the perfect customer profile.