Building a high-return, targeted marketing engine

Project overview

In September 2025, FIM World Supercross partnered with InCrowd to elevate its digital fan experience through a data-driven, personalised email marketing strategy. At the start of the contract, World Supercross held a solid fan database, but required a more sophisticated approach to effectively monetise this audience and support their global race strategy.

With a provider already pending, but having seen our work across other projects and after conversations with the direct project team, the World Supercross team pivoted to InCrowd to deliver against their ambitious goals and timelines.

Key Project Objectives

‍Commercial Growth: Effectively monetise the fan database to drive direct ticket sales, specifically for the Canadian and Australian GPs.‍

Database Expansion: Achieve a 50% increase in the global marketable database.‍

Operational Excellence: Nurture existing fans already in Klaviyo and implement a structured email marketing strategy catering to key tent-pole moments of the season.

High ROI: Target a 4x Return on Investment (ROI) in managed marketing services for ticket sales.‍

Delivery

InCrowd aligned delivery with evolving business priorities, focusing on increasing engagement to drive immediate ticket sales while concurrently addressing long-term data health and acquisition.‍

Data Audit & Cleansing: Conducted a comprehensive audit of Klaviyo data sources (ticketing, pre-sale sign-ups, competitions) to identify gaps in demographic data and ensured global opt-in compliance.‍

Targeted Data Acquisition: Leveraged third-party partnerships (e.g., streaming, and local tourism boards) and ingestion of ticketing feeds from Ticketmaster and third-party digital engagement platforms to accelerate list growth.‍

Segmented and tailored campaign execution: We refined the database by isolating 6-month active users and segmenting by territory, establishing email as the primary news engine. For the Australian GP, we leveraged 'Star Power' around the Deegan announcements to drive engagement. In Canada, we utilised consistent promotional notifications and FOMO messaging to build intensity toward race week, while the South African market received comprehensive support through 8 dedicated sends.

Results

The 2025 season concluded with performance metrics that significantly outperformed initial benchmarks, validating email as a critical channel for audience retention and commercial growth.

Exceeding ROI Targets: Based on a conservative 10% attribution model, the campaign achieved a 7.5x ROI, contributing to gross ticketing revenue across the Australian and Canadian activation windows.

Substantial Database Growth: We achieved a 43% expansion of the marketable audience during the contract period.

An Important Broadcast Engine: Email functioned as a central news source for major announcements, driving significant downstream behavior. In Australia, key talent reveals correlated with an 18x lift in high-intent site traffic, while the Canadian campaign sustained peak engagement levels through fomo messaging during the final promotional window.

Elite Fan Engagement: Despite quadrupling the send volume, audience retention remained exceptional. We maintained a 48.7% average open rate - significantly above industry benchmarks - and drove a 7x YoY increase in unique clickers during Q4 2025.