Case Study

Create meaningful connections with customers

How audience insights reveal a track to growth

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Envision Virgin Racing knows about the importance of using data to make fast, accurate decisions. Every time this Formula E racing team hits the track, its skills are put to the test. But taking a podium position is not the only goal. Envision Virgin Racing is also leading the race against climate change.

To win, the team partners with Genpact to connect people, processes, and racing knowledge to navigate the unexpected twists, turns, and challenges of an increasingly competitive lineup. Now, it's exploring how experience-led transformation – which begins with detailed audience research – can accelerate growth.

For every enterprise, attracting and retaining customers is essential. Similarly, Envision Virgin Racing was looking for ways to engage more deeply with existing fans and attract and retain new ones. The marketing team worked with Rightpoint, a Genpact company, to dig deeply into the brand's fan base to test assumptions, identify untapped growth opportunities, and enhance fan experiences.

THE CHALLENGE

Gearing up for growth

On the racetrack, Genpact helps Envision Virgin Racing harness the power of artificial intelligence and advanced analytics – turning data into actionable insights that get the team across the finish line ahead of its rivals.

Beyond the racetrack, Envision Virgin Racing operates at a unique intersection of motorsports, entertainment, and environmentalism. Its broad and complex target audience consumes both live and on-demand racing content via a range of digital channels. And its sustainability mission is woven into everything the team does, as it seeks to inspire a generation to value clean energy.

Working with the Envision Virgin Racing marketing team, we began to explore experience-led research strategies to understand the preferences, expectations, and needs of its fans. Just as customers are the lifeblood of an enterprise, fans are the lifeblood of Envision Virgin Racing, which is why strong fan relationships are so critical to achieving its growth and sustainability mission.

We designed the research project to help Envision Virgin Racing:

  • Take full advantage of every profitable growth opportunity
  • Enhance its fan-base targeting and engagement strategies
  • Build a fan base that can amplify the race-against-climate-change message

THE SOLUTION

Capturing data-driven audience insights

Experience-led businesses create a competitive advantage by looking at their business from the outside in, applying third-party insights to uncover what customers truly want and need. For Envision Virgin Racing, Rightpoint began collating and analyzing an enormous amount of relevant fan data from GlobalWebIndex – the world's largest syndicated survey of connected consumers.

We turned this data into detailed fan personas such as the Urban Experience Fan and the Eco-Conscious Fan. These personas include information on fan demographics, media-consumption habits, social-media behavior, brand preferences, and sports affinities. We also made recommendations to help Envision Virgin Racing tailor its marketing strategies to the needs of each persona.

Lastly, we ran a segmentation exercise across the personas to identify what unites and differentiates them. We created summary cards of each fan segment, providing a quick reference tool to guide day-to-day marketing decisions that enhance and refine targeting strategies and content creation.

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THE IMPACT

Strengthening relationships and seizing opportunities

The research has validated some of the team's original hypotheses, such as that its target audience is younger, tech savvy, and more concerned about sustainability than the average sports fan. Validating these assumptions reassures the marketing team that some of its existing investments – such as new digital products and paid media – are wise.

Perhaps most impactful is the team's newfound ability to identify opportunities to reach a fan base that's much larger than originally thought. For example, there's a growing interest in Formula E in India and APAC, which offers the potential for major growth in previously untapped markets.

Today, Envision Virgin Racing uses these data-driven insights to forge strong relationships with new and existing fans as the marketing team can make informed decisions on how to develop and evolve its marketing strategy. These insights also help the team secure profitable commercial relationships with brands that aspire to connect with audiences that fit its fan profiles.

"We now have a much more sophisticated understanding of our fan base and how to achieve our aggressive growth goals and sustainability vision," says Daniel Matson, head of marketing at Envision Virgin Racing. "The research insights we uncovered make it much easier for us to develop more personalized experiences for a variety of fans. And, as every decision we make is now backed by data-driven insights, we can act with confidence."

Even as its fan base evolves, the Envision Virgin Racing marketing team understands how to conduct audience analysis to effectively attract and engage fans. The team can dig deeply into a variety of data to develop a strategy for transformative growth. And, like any business looking to get ahead in a competitive market, it's ready and raring to capitalize on every opportunity.

Read on to see how the research methods we brought to Envision Virgin Racing can enhance your business.

Instinctive racing

See how we're boosting performance for Envision Virgin Racing

Join the race

From the racetrack to the boardroom

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