Using this business intelligence, we formulated a clear, coherent and multi-layer strategy for Royal Belgian Football Association (RBFA) to achieve ambitious monthly active user targets.

The program focused on an app install and retention strategy with three key components:

• App Store optimisation
• Social promotion
• Paid media

We advised addressing App Store visibility, conversion and performance. This meant managing meta-data, creating new app screenshots and videos to drive downloads, and improving the personalised sign-up process.

We also suggested integrating app promotion into regular social content planning and distribution, and proposed paid media campaigns to drive app downloads – including projections, budget suggestions, targeting, ad creative, in-platform media management and reporting.

Robust and comprehensive research analysis helped us measure the app’s existing performance and create a benchmark for future growth.

We conducted a deep dive into the app’s analytics for both iOS and Google Play. This considered downloads, active users, and engagement weekly, monthly and quarterly.

We pinpointed duration of users’ active engagement during key moments in the international calendar – including a spike around Euro 2020.

We analysed Facebook, Instagram and YouTube data to identify why certain social posts prompted app downloads, helping RBFA enhance its existing social strategy.

Finally, insights were compiled across web, email and search to assess the percentage of mobile app downloads coming from organic channels.

The insights were benchmarked against some of Europe’s top clubs and federations, including Chelsea FC, PSG, Bayern Munich, FC Barcelona and the French Football Federation.