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Mexican Football Federation

A Marketing Campaign Leading FMF to the World Cup

New Fan Engagement Opens Doors for The Mexican Football Federation

Offering

  • Marketing Creativity & Performance

Technology

  • Salesforce

Get to Know the Mexican Football Federation

About

All eyes are on the game in professional sports. Few people stop to think about what goes into the creation and distribution of live sporting events. And the marketing of established clubs is on few people's radars.

The Federación Mexicana de Fútbol Asociación is the governing body of association football in Mexico. They administer the Mexican national team, the Liga MX and all affiliated amateur sectors. Basically, the Mexican Football Federation promotes, organizes, directs, expands and supervises competitive football in Mexico. When they wanted to upgrade their marketing capabilities to support their goals, they turned to Valtech for help.

A group of children running soccer drills

Outsourcing Social Media, Losing Data

FMF

Like a lot of companies, FMF was outsourcing its social media efforts. They worked with different social media agencies to share communications across channels like Facebook, Instagram, Twitter, Stadium and sponsors. This way of working created a big social community with 10 million followers but didn't allow for more advanced and personalized marketing opportunities.

With a social media strategy primarily focused on running contests on Facebook and Instagram, FMF was unable to capture enough data to create truly innovative and highly personalized marketing campaigns. They needed a better way to deliver their communications to their growing audience and capture data to improve personalization.

Personalization Requires First-Party Data

To meet their needs, Valtech developed an app, Mi Selección MX, to serve as a single source of truth for end users and to help create a more comprehensive fan database. Through the app, we’ve been able to deliver contests, important communications from the team, ticket sales, surveys pre- and post-game, and much more.

With these communications, we have better data on fans’ favorite teams, players, and even past events they’ve attended at local stadiums, allowing for even more detailed and personal direct and email marketing for the audience, which in turn keeps them interested in using the app.

Integrations Increasing Interaction Between Team and Fans

With the entire transformation project based in Salesforce, we were able to take advantage of the platform's many add-ons to increase value. Because it was important for the team to have more visibility on what was being said on social media, we made use of Social Studio to realize social listening options. Social Studio does a great job of collecting mentions before and after matches from fans, sports media and even sponsors and collects that information in one place that is accessible by the team. This facilitates the team’s ability to respond directly or to seize marketing opportunities based on what the fans are saying.

A Personalized Journey to the World Cup

Results

The goal was to reach 200,000 new fans through the Mi Selección MX app. After only a couple months, we’ve already hit 80,000! The team is able to capture data including information like favorite player, region, ticket access, interactions like concerts attended, mobile information, and more. With this data, FMF has created many possibilities for their audience. As FMF’s marketing capabilities continue to expand, what their marketing capabilities and audience engagement continue to grow.

Behind the scenes, the integration of Salesforce, Marketing Cloud and Service Cloud are the most important aspects of Mi Selección MX. Marketing Cloud is used to send match information, newsletters and contest results, while landing pages are used for obtaining information and sending surveys after the match.

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