Success Story
“We already had a platform and weren’t getting enough out of it. With limited resources, we had doubts whether we had time to use the Leadfamly platform enough to get value for money. But we realized that you can automate a lot, and ended up making over 130 different games, landing pages and pop-ups in 9.5 months.”– Hanna Korpimäki, CRM & Data Manager at FAF
“We already had a platform and weren’t getting enough out of it. With limited resources, we had doubts whether we had time to use the Leadfamly platform enough to get value for money. But we realized that you can automate a lot, and ended up making over 130 different games, landing pages and pop-ups in 9.5 months.”
FAF works smartly by re-using and automating campaigns. A campaign is embedded on the website once, and updates itself automatically whenever a match ends, to include the next one. Because it’s automated, there’s no need to embed a new campaign.
“The Leadfamly tool saves us a lot of time. Basically, we can re-use campaigns and automate the process one time for the whole year. The campaign runs in the background without the need to interfere. It makes the whole process more efficient. That’s a big win for us.”– Hanna Korpimäki, CRM & Data Manager at FAF
“The Leadfamly tool saves us a lot of time. Basically, we can re-use campaigns and automate the process one time for the whole year. The campaign runs in the background without the need to interfere. It makes the whole process more efficient. That’s a big win for us.”
This sort of automation means FAF can use always-on marketing to stay ever-present in their audience’s minds, and keep them engaged throughout the customer lifecycle.
The Covid-19 pandemic prevented many fans from traveling to stadiums during Euro 2020. So how could FAF make a great digital tournament experience for their fans?
In 2019, the Finnish national men’s football team qualified for the European Football Championship final tournament (the Euros) for the first time. FAF wanted to see if they could use that Euro 2020 momentum to grow their audience and digital database, and create a great experience for their fans. They wanted to maximize the number of digital touchpoints they had around the Euros to ensure their digital offer would be prominent at every opportunity.
“Just before the Euros, we decided to start using gamification. We wanted to change to a more versatile platform that could support our goals of collecting data more efficiently, grow our database, and engage our audience more. We got that with Leadfamly.” – Hanna Korpimäki, CRM & Data Manager at FAF
“Just before the Euros, we decided to start using gamification. We wanted to change to a more versatile platform that could support our goals of collecting data more efficiently, grow our database, and engage our audience more. We got that with Leadfamly.”
“With gamification we are able to maximize the interaction opportunity and engage fans in a fun way. The games are usually the most popular elements and they work very well in both newsletters and on social media. That’s a huge benefit for us.” – Hanna Korpimäki, CRM & Data Manager at FAF
“With gamification we are able to maximize the interaction opportunity and engage fans in a fun way. The games are usually the most popular elements and they work very well in both newsletters and on social media. That’s a huge benefit for us.”
FAF’s gamified campaigns generated almost 3 million sessions – in a country with a population of 5.5 million people! FAF aimed to grow the national team email subscribers by 40%, but they actually doubled their email subscriber list – increasing it by 100%.
“During the Euros, more than 50% of the participants opted in to the newsletter, so Leadfamly was the main thing to support our goal of growing our email list. Our biggest outcome is that we are able to collect data so much more efficiently from different marketing campaigns.”– Hanna Korpimäki, CRM & Data Manager at FAF
“During the Euros, more than 50% of the participants opted in to the newsletter, so Leadfamly was the main thing to support our goal of growing our email list. Our biggest outcome is that we are able to collect data so much more efficiently from different marketing campaigns.”
+130 Different games, landing pages + popups in 9.5 months
2.8 million
Sessions in 9.5 months
100%
Newsletter subscriber list growth
+50%
Of participants opted-in, during the Euros
Playable’s gamification platform supports the FAF brand in both looks and communication.
“With Leadfamly, you can easily make campaigns that are really on-brand, engaging and work well from start to finish. Therefore, we are now able to support our brand better. We also make branded campaigns with our partners, so we have new ways to create value for our partners and more visibility in the campaigns than we could offer before.”– Hanna Korpimäki, CRM & Data Manager at FAF
“With Leadfamly, you can easily make campaigns that are really on-brand, engaging and work well from start to finish. Therefore, we are now able to support our brand better. We also make branded campaigns with our partners, so we have new ways to create value for our partners and more visibility in the campaigns than we could offer before.”
We asked Hanna how the organization felt about gamification before they started using it – and if that has changed.
“Before we started to use gamification, we were hesitant that it might be too complicated and time-consuming. But it’s actually quite simple to use, but still effective. The results we get with gamification significantly exceed our goals.” – Hanna Korpimäki, CRM & Data Manager at FAF
“Before we started to use gamification, we were hesitant that it might be too complicated and time-consuming. But it’s actually quite simple to use, but still effective. The results we get with gamification significantly exceed our goals.”
FAF certainly thinks so!
“We have been really happy with the results: with the increase in revenue attributed to gamification, but especially the results you can’t directly measure in EUROS, such as engagement and the data collected. Even with small resources, gamification can definitely give you a lot.”– Hanna Korpimäki, CRM & Data Manager at FAF
“We have been really happy with the results: with the increase in revenue attributed to gamification, but especially the results you can’t directly measure in EUROS, such as engagement and the data collected. Even with small resources, gamification can definitely give you a lot.”
“The Leadfamly platform has given us a clear competitive advantage. Without it, the campaign would have taken too much time, been too difficult, and we would have risked operational problems and breakdowns during the campaign. With the platform it all works – I don’t have to worry at all.”