Digital audience growth strategy & commercialisation

We worked with BWT Alpine F1 Team on the creation and management of a digital first audience growth strategy, focusing on two key areas: Fan Engagement plus Audience Growth and Commercialisation.

Alpine main

What we did

Focusing on two key areas:

  • Fan Engagement – Since 2021 we’ve delivered fan engagement tools designed to engage meaningfully with fans.
  • Audience Growth (and commercialisation) – We have deployed leading technology to capture and manage our fan data strategy – driving bespoke insights and personalised communication.

To date we’ve amassed hundreds of thousands of engaged fans who can be directly communicated with via the fan CRM.

We’ve activated prize draws and other digital engagement tools, like quizzes, with a number of team partners – driving valuable insight into awareness over time, all while driving tens of thousands of clicks to external web properties.

The results

With a vast number of unique entries to data acquisition tools throughout the 2022 season, we achieved a staggering database growth of 172% from the season prior.

We hold an average of 35 data points for each individual – meaning that we have profiled information covering topics from travel preferences, to partner affinity, to lines of work and more.

Our highly segmented email communications regularly exceed industry benchmarks and are a key driver for team merchandise sales.

Moving forwards we are continually integrating team partners into our digital strategy, driving directly attributed commercial benefits for both the team and brands alike

169%

Higher email CTR than industry benchmarks

52%

Rights-holder opt-in rate

9

Standalone digital campaigns delivered

CSM Digital & Data understood our ambition from the get go. Over three years of ongoing collaboration they’ve helped us grow and manage a sizeable owned audience allowing us to better utilise a data-centric approach when engaging and rewarding our fans, and whilst exploring new commercial opportunities with our partners.

Oliver Anderson
Head of Partnership Management
BWT Alpine F1 Team

Alpine background