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Oct 14, 2021
Since 2017, the NHL’s Vancouver Canucks have been an active StellarAlgo partner and champion of using data to achieve a holistic single customer view of their passionate fanbase. While the CDP has been at the heart of the club’s analytics, marketing, and sales teams – for both strategic and tactical assignments – the Canucks’ have continually sought new ways to use the platform to support their data-driven customer engagement strategy.
In March 2021, the club began to explore opportunities to use their CDP to glean valuable insights into their activation strategy for corporate partnerships. The Canucks identified key personas their premier sponsor – Toyota – wanted to reach and mapped these to their known fan universe to build 15 highly targeted segments they used to run a specialized campaign, with personalized messaging to each segment.
The wildly successful campaign included more than 5,000 top-tier matches with engagement rates surpassing 40% due to the highly personalized nature of the campaign outreaches.