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KNVB empowers the local marketing of hundreds of football clubs nationwide

KNVB, the football association of the Netherlands, wants football to be accessible and fun for everyone. Football clubs are always looking for young new members, so how better to do this than with a cool campaign in collaboration with local clubs. What we need: a great concept, an intuitive way to localise campaigns and a central hub all clubs can access.

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To empower local marketing teams, ensuring campaign consistency while accommodating local nuances is vital. The KNVB, with nearly 800 clubs nationwide, faces the challenge of maintaining brand identity while allowing clubs to personalise campaigns. Many lack the expertise or resources to create effective campaigns independently. Manual recreation of central concepts is inefficient and often ineffective. KNVB seeks strategies that blend national vision with local relevance. Central campaign concepts must resonate locally to engage young football enthusiasts effectively. All clubs should easily customise campaigns with accurate branding and information, simplifying the process for even inexperienced users.


Empowering Local Teams


Athletics & Recreation

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With Cape, KNVB created an online environment that all participating clubs can access. Each club has its own sub user account with the according templates for their creatives that always align with the brand identity. The input validation functionality ensures that the local marketing teams can only change those elements of the campaign that are essential for the local touch. With the invitation for the environment comes an instruction video to ensure everyone can start without too much effort. And with integrated chat modules, for when sub users need a second pair of eyes to look along.


KNVB now connects hundreds of football clubs across the Netherlands to pre-set campaign templates. What starts as a single campaign concept, can now result in 800 different campaigns. No more stressed campaign managers that need to localise hundreds of campaigns, or send countless emails back and forth. Just one interface to rule them all. Get your campaigns localised and super relevant in a heartbeat, and empower your local establishments. With Cape, KNVB got the best of both worlds: the creation of central campaign concepts and the personalisation by local clubs. Create great brand or campaign moments without losing the local touch. Localisation creates high relevance for the target audience, which results in better engagement!


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"Our goal was to connect as many clubs as possible to our campaign. Our experience is that clubs have to be made it as simple as possible. When they don’t have to think about the campaign for their club, the chance is bigger that they will participate. With Cape we created this low entry for clubs to run a local campaign to new parents and children, throughout our central style 'Playing like Orange’."

Maarten de Backer - Project Lead at KNVB

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