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Sidemen Charity Match

Project type

Big Data & Data Analytics

Date

2023

Location

London, UK

In 2022, Arcade.Media, the company managing the Sidemen — the largest creator collective in Europe — partnered with us to develop a data-driven approach for their rapidly growing audience. With over 130 million YouTube subscribers and millions of followers across various platforms, the Sidemen’s reach was immense, but their audience engagement tools were falling short.

The challenge was to unify data from all Sidemen ventures, such as Side+ (their streaming platform), Sides (their restaurant chain), and Sidecards (their card game). Existing systems relied on static email lists, leading to duplicate contacts and fragmented insights into audience behavior. To address this, we implemented Segment, a professional customer data platform (CDP), to centralize audience data from all their brands and projects.

Our work began with integrating diverse data sources into Segment. This involved creating web services to process data from webhooks, manual exports, and APIs, all orchestrated on Google Cloud Platform (GCP). These containerized services, running on Cloud Run, scaled dynamically to handle varying traffic loads — up to 350 requests per second during peak activity. Once integrated, we mapped and structured the data to build comprehensive user profiles, enabling precise audience segmentation and targeted engagement.

The benefits were immediate. Marketing campaigns became more effective, with targeted re-engagement emails successfully converting lapsed Side+ subscribers and keeping them active with personalized updates. For the Sidemen Charity Match 2023, the new system was instrumental in selling out the 68,000-seat London Stadium within 90 minutes, largely thanks to a >60% open rate and ~21% CTR. This was achieved through highly targeted email communication, which segmented the audience dynamically based on their profiles and past interactions with the Sidemen — for instance, parents of younger fans were differentiated from fans old enough to purchase tickets themselves.

The integration of the new data platform has been a game-changer for the Sidemen, allowing them to better understand and engage with their audience. This system continues to evolve, with ongoing work done by Jelly to ensure that the Sidemen remain at the forefront of audience engagement and data-driven decision-making.

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