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JUVENTUS ACADEMY LONDON
How Juventus used digital media and consumer sentiment to establish a new summer academy in multiple locations in London.
Juventus Football Club is a professional football club based in Turin, Italy. Due to their domination of the Italian market and the beautiful game, they have a large international following. They are leaders in sporting innovation and regularly run worldwide summer academies to give back to the community, boosting their brand awareness.
Fan and parent relations are crucial in the football and coaching sector, so a key marketing challenge for Juventus was finding ways to establish demand for the London Academy and convert this into valuable sign-ups.
The club felt they were not reaching potential customers via their own marketing channels and were not monitoring the reputation of the brand, so they turned to Magnus Notitia to explore the possibilities of ethical consumer data analytics.
Using an ethics-first model, Magnus Notitia was able to monitor social media posts to understand consumer sentiment. As Juventus was launching new academies in London, they asked for consumer feedback on the previous and current marketing efforts.
"Magnus Notitia has played a vital role in the launch of our first Juventus Camp."
Callum Hosier, Marketing Director
The initial outcomes have been very positive, with the launch campaign selling out within 2 weeks of launch and reducing the marketing expenditure by 75%. As a result, a second and third location for the academy was established to keep up with the growing demand. Juventus was able to use digital media monitoring to identify high-demand locations where to establish new academies.
For Juventus, this wasn’t just about monitoring one-off marketing campaigns; instead, this was about dynamically and strategically monitoring their brand reputation as they began new operations.
TagPay is a wearable technology startup that specialises in sports and training wristbands to monitor and analyse athletes’ performances. These wristbands provide stats and data about the athletes wearing them and create an efficient way of handling the daily operations of sports teams. Their goal is to introduce TagPay’s service to sports clubs and schools.
Being a startup, time and resources can be limited, hence Magnus Notitia was able to provide our one-step solution, TIFY, needed to monitor their market efforts. With TIFY’s help, TagPay sourced out hidden audiences which provided a new reflection on brand image. This created a 50% uplift in sales productivity and brand reputation.
"The delightful tool has provided insights and fast output analysis for TagPay to learn more about its post engagement"
Kel Smith, Director