Efficient targeting to engage football fans

Spotlight Football Media uses WPP Marketing for targeted campaigns that avoid spam and keep fans informed.

Sports & Fitness campanhas em massa segmentação WPP Marketing segmented communication sports media

Summary: Helps keep fans informed with relevant messages, reducing the risk of generic communication and improving the organization of campaigns by segment.

A feature connected to the customer's real workflow.

Spotlight Football Media operates in the sports media segment focused on football, delivering content for fans and enthusiasts of the sport. The company uses the Wix platform for its e-commerce and seeks to improve communication with its audience. Improve engagement and communication with segmented audiences, avoiding generic messages and spam, and keeping fans informed about relevant content.

Use mass campaigns with tagging-based segmentation that classifies audiences — such as new fans, at-risk customers, inactive users, recent buyers, and top customers — to send targeted, relevant messages.

01 evita comunicação genérica e spam

02 relevant messages by segment

03 improves audience engagement

04 organizes campaigns by specific groups

The project turns conversation into an operational process.

The case shows the objective, resource used, and experience created on WhatsApp, without relying on internal metrics.

Communicate effectively with a diverse audience of football fans without generating spam or generic messages that could drive them away. Implement mass campaigns with detailed segmentation using tags on the WPP Marketing platform, enabling the sending of specific messages to different groups of fans and enthusiasts.

WPP Marketing resources used.

This reading comes from the configuration available in WPP Marketing and is displayed publicly, without real sales numbers, messages, or revenue.

Mass messages Customer segmentation

Bulk messages: there are signs of campaigns or sends configured for active communication.

Segmentation: use labels to separate audiences and campaigns

Recent use: Mass messages: one-time use

How it works for the customer.

The flow shows how campaigns can be sent to the right audiences, reducing generic communication and avoiding a spammy experience.

Audience segmentation for targeted campaigns Communication stops being generic: campaigns can be targeted to audiences such as new customers, at-risk customers, inactive customers, recent purchasers, and top customers.

Segmentacao do publico para campanhas direcionadas Communication stops being generic: campaigns can be targeted to audiences such as new customers, at-risk customers, inactive customers, recent purchasers, and top customers.

label-based segmentation to classify audiences Communication stops being generic: campaigns can be targeted to audiences such as new customers, at-risk customers, inactive customers, recent purchasers, and top customers.

envio de mensagens em massa direcionadas This step keeps service, sales, campaign or support connected to the conversation history.

occasional use of campaigns for greater effectiveness Communication stops being generic: campaigns can be targeted to audiences such as new customers, at-risk customers, inactive customers, recent purchasers, and top customers.

Next steps for setup.

Segmentation is essential to avoid spam

relevant messages increase engagement

organization by segments makes campaign management easier

Explore automations for order confirmations and expand the use of segmented campaigns for other marketing actions, further strengthening relationships with your audience.

Want to apply WPP Marketing to your company's WhatsApp?

WPP Marketing structures automations, campaigns, customer service, recovery, repurchase, post-sale and integrations for the brand's real-world operations.

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