Customer Success Story

How BNP Paribas Open Hit a Sweet Spot with Smarter Fan Targeting

Live Events • Tennis Open/Tournaments???

Challenge

In 2024, the BNP Paribas Open (BNPPO) wanted to bring new tennis fans to their tournament by riding the wave of excitement from the US Open. They launched a paid ad campaign to draw in fresh faces, aiming to boost ticket sales and grow their audience in time for the big event.

Solution

The BNPPO utilized StellarAlgo’s Segment Builder and Avidity scores to identify their most engaged fans. Using proprietary Avidity scores, the BNPPO segmented fans into three tiers based on ticket purchase and engagement behaviors.

The BNPPO created a “lookalike” list based on their “Avid” fans and launched highly targeted paid ad campaigns. The strategy focused on acquiring fans who closely resembled their most engaged audience, optimizing for higher conversion potential.

Results

54%

of acquired fans converted into ticket buyers

34

percentage point increase in conversion rates

54%

of acquired fans converted into ticket buyers

The campaign was a qualified success. The newly acquired fans in 2024 were strong leads for single session ticket products, more so than the previous year. So even though the campaign acquired fewer fans during the US Open compared to the same period in 2023, 27% more fans purchased a ticket vs. the previous year.

By prioritizing quality over quantity, BNPPO’s 2024 campaign turned data-driven insights into higher conversions, showcasing the power of precision targeting with StellarAlgo’s platform.