Implement Salesforce Marketing Cloud and assist us with brand activation around our partnership with the French Football Federation (FFF).
Execution
The foundation/Digital transformation
- Salesforce Marketing Cloud implementation: Without digitization and the right tools, efficient and effective brand activation is impossible. Therefore, the first step was the implementation of Salesforce Marketing Cloud.
Business transformation
- Data-driven brand activation: Designed and developed brand activations in collaboration with the FFF, enticing amateur football clubs to order special Nike team kits for their teams through an interactive catalog that ultimately generated tailored quotes.
- Customer experience roadmap: As a spin-off, I co-developed a customer experience roadmap with Nike TEAM, based on concepts and ideas to strengthen the 1-on-1 customer/brand experience with Nike among amateur football club members. This was prioritized based on added value.
Results
- A brand activation campaign with an ROI of 5,125%, generating millions of euros in additional revenue.
- Interest from national football federations in other countries and a scalable concept that could be rolled out to other markets with significantly lower investments.
- A CX roadmap aimed at fostering stronger loyalty and driving cross- and up-sales, with priorities based on added value that significantly enhance Nike customers’ brand experience and customer experience.