Case Study: Football Association of Wales achieves deeper fan insights with Campaignware

FA Wales engages 3,000-4,000 fans per campaign with Campaignware

The Football Association of Wales (FA Wales) faced the challenge of moving beyond its 2 million social media followers to gain deeper insights into its fanbase. Lacking first-party data, they struggled to understand their audience for personalized engagement and were reliant on platform-controlled interactions. They turned to Campaignware for a solution using its gamification platform to capture meaningful audience data.

Campaignware provided FA Wales with an agile solution using pre-built templates for gamified activations like prediction games and a season-long tipping competition. This strategy successfully captured valuable first-party data from thousands of fan interactions, helping to identify previously unknown audience segments. The results validated the approach, leading to the hiring of a dedicated digital engagement executive and the development of an ongoing data strategy to inform future marketing and commercial decisions.

Football Association of Wales (FA Wales)