The challenge: reigniting fan passion in a legacy club
Despite a rich history with 30 national titles, the Pionniers de Chamonix faced a modern challenge: how to turn a playoff comeback into long-term digital and commercial momentum. With fan expectations rising and competition tightening, the club needed to reengage its audience across digital channels and capitalize on peak moments like the playoffs.
The solution: A data-driven activation strategy by C’mon Sports
C’mon Sports deployed a multi-phase fan engagement strategy, rooted in its Hidden Value (HV) framework. The mission was clear: cleanse and activate fan data to unlock scalable engagement, precision targeting, and digital monetization.
Phase 1: Setting the foundation with clean data
We started with comprehensive CRM cleaning and enrichment, turning raw contacts into actionable profiles. New data was collected after each game, expanding audience intelligence and enabling high-relevance personalization.
Phase 2: Real-time optimization during the Playoffs
Capitalizing on playoff energy, we increased the cadence of newsletters and scaled media reach. Segmented email flows, powered by smart fan tags and triggers, kept interest high while boosting ticketing conversions.
Phase 3: Strategic growth through personalized offers
With momentum built, we launched a 360° season ticket campaign. Using insights like past purchase behavior, engagement scores, and location data, we crafted personalized retention and upsell journeys.
Phase 4: Long-term monetization & inventory modeling
We’re now extending the strategy to inventory segmentation and sponsorship valuation. Every digital asset—email space, social posts, in-app placements—is evaluated through HV scoring to prioritize commercial potential.
The Results: Sustained digital growth & monetization potential
By the numbers:
+17.77% increase in email open rates and +20.16% in click rates during Q1 2025
Facebook grew to 6,940 followers with over 5,000 reactions
Instagram reached 7,510 followers, with Reels averaging 5,000+ views
More importantly, the collaboration showed how structured data and strategic timing can turn short-term fan excitement into long-term business value.
Explore the full Case Study for details on execution, KPIs, and the HV Methodology.
