Aston Martin Aramco Cognizant Formula 1™ Team
An ambition to develop the most cutting-edge, innovative data strategy in sport
Unleashing the power of audience data: both to better engage with AMF1 fans and to demonstrate to its partners that the right message is reaching the right audience at the right time.
AMF1 wanted to provide brilliant multi-channel experiences to every user by streaming them into distinct audience segments based on their individual characteristics and use that understanding of fans’ characteristics to identify the most efficient fan acquisition strategies to fill the top of the Audience Development funnel.
- Big impact on partner engagements and renewal conversations
- 52% Increase in spend for High Value and General retail audience
- 40% Growth in B2B audience on LinkedIn in six months
We were appointed to get under the hood of AMF1. We needed to ensure a holistic approach to the data strategy that worked across all marketing channels from email and social media through to direct marketing. This omni-channel approach and in-depth insight would prove critical to the effectiveness of AMF1’s new innovative data strategy.
Through our work with Zone, we can better understand our audiences and identify the best ways to communicate with them which has already resulted in the growth of our B2B audience, retail spend increasing and deeper engagement with our commercial partners.
Changing the game for AMF1’s relationships with both its fans and partners
Our segmentation programme was used for the first time to announce the AMR22 via email to AMF1’s audiences. For the High Value and General retail audiences AMF1 are able to evidence a 52% increase in spend on retail among the test audience when compared to the control audience. This work has started to influence wider areas of the business and added significant growth to AMF1’s B2B audience – LinkedIn is now their fastest growing audience with 40% growth in just six months, and according to our research represents much higher and more rapid growth than that of their competitors. The project has added value to the sponsorship process, with AMF1 now able to showcase the power of the segmented data to existing and potential partners.
We are hugely proud of the innovative data strategy that we have implemented. As the newest team on the F1 grid, it’s important that we take a bold and ambitious approach to fan engagement – and that starts with a deep understanding of our audience. We’re already seeing positive results and are excited to see our audience engagement ambitions realised in the future.