Vodafoneziggo
VodafoneZiggo: Sponsor Effectiveness Tracker.
Case information
Introduction
VodafoneZiggo has a diverse sponsorship portfolio spanning sport and music. Ziggo’s partnerships include Ajax and the Ziggo Dome, while the different sponsorships and activations take place throughout the year, each following its own rhythm.
The objective behind the portfolio is clear: strengthening relationships with existing customers while also attracting new ones. Understanding whether the different sponsorships actually contribute to these objectives requires continuous insight into their impact.
The Challenge
A broad sponsorship portfolio cannot be understood through a few isolated measurement moments. Campaigns, activations and events take place at different times, making it important to know what is happening when an individual activity is live.
VodafoneZiggo therefore needs to be able to see whether, for example, a campaign resonates with football fans or an activation at the Ziggo Dome changes how music fans perceive the brand.
VodafoneZiggo therefore needs to be able to see whether, for example, a campaign resonates with football fans or an activation at the Ziggo Dome changes how music fans perceive the brand.
The vision
The impact of sponsorship is not static. Particularly for a portfolio that is active year-round, continuous measurement provides context that cannot be obtained through pre- and post-measurements alone.
By tracking the same indicators over time, shifts in brand performance can be connected to relevant campaigns, activations and events, while the different sponsorships remain comparable within the wider portfolio.
The solution
Continuous measurement.
Blauw continuously measures sponsorship effectiveness among a representative sample of the Dutch population. This provides an ongoing view of the performance of VodafoneZiggo’s different sponsorships.
Real-time insight in the online dashboard.
Results are made available through a real-time online dashboard. Sponsorship-specific reports show performance against the most important KPIs, while a Tables Tool allows the VodafoneZiggo team to explore the underlying data in greater detail.
the result
VodafoneZiggo has continuous access to current sponsorship insights and can identify which campaigns and activations influence the brand. Rather than having to reconstruct impact afterwards, the team can monitor developments as they happen.
This enables VodafoneZiggo to actively manage sponsorship effectiveness and respond to developments across its portfolio.
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ARE YOU ALREADY MEASURING WHILE IT HAPPENS?
Track the impact of campaigns and activations the moment they are live, and adjust where necessary.
