Soccer International (VI) has been a leader in soccer journalism since 1965. With the largest soccer editorial team in the Netherlands, VI works daily to bring reliable soccer news to everyone, always and everywhere. They do this through the website, in the app and in the weekly magazine. VI's mission is to provide context to the daily news and take you into the stories behind soccer.
The challenge for Voetbal International
The online platform of Voetbal International faced the challenge of improving its digital performance and increasing the number of subscribers to VI Pro (a paid functionality of the website, where you can read PRO articles, among other things).
The goal was to attract more visitors and engage more users by increasing visitor engagement. There was also a need for a clear and convenient dashboard to link different data sources so that the performance of various channels could be seen. Furthermore, increasing the number of newsletter subscribers was also one of their ambitions.
Our approach
To address these challenges, we developed a comprehensive digital strategy specifically tailored to Voetbal International's goals. We began by implementing our content impact model to strengthen online reputation, attract more relevant visitors and increase user engagement. To this day, this strategy forms the basis for all our further activities.
We support Voetbal International in developing campaigns and ads on socials and Google, constantly optimizing based on visitor behavior which we see reflected in our dashboards and A/B tests. This ensures that we reach the right target group and maximize conversions.
In addition, we assisted Voetbal International in migrating to another marketing automation system. This enables Voetbal International to run personalized and effective marketing campaigns.
To keep an eye on the progress of the strategy and further optimize it, we implemented several dashboards. These give both VI and us real-time insight into the performance of the campaigns, allowing us to properly manage performance.
Results and added value
Our partnership with VI led to significant improvements for VI.nl. Within six months, page views increased significantly, indicating that the new strategy is effective. Sales of VI Pro subscriptions are also gradually increasing, thanks in part to targeted content and marketing campaigns. In addition, users are viewing more pages per session on average, which affects engagement.
The number of registered users is also increasing, which enables VI.nl to offer more targeted content and offers. The number of newsletter subscribers is also increasing.
In November 2024, VI won the Golden Mercur, becoming media brand of the year. We are very proud of our partnership with VI and PXR Media and hope to continue building a future full of innovation and growth together.
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