# How AC Milan drove up to 1.5× the engagement with personalised video [Canonical HTML source](https://seen.io/case/how-ac-milan-drove-up-to-1-5x-the-engagement-with-personalised-video) In A/B tests against the standard campaign key visual, supporters who received a personalised Seen video engaged more, with email click rates 51% higher among Club 1899 prospects and 36% higher among renewing season-ticket holders. ## Results - +51% email click rate for Club 1899 prospects vs standard key visual - +36% email click rate for B2C renewals vs standard key visual - 92% of unique B2C thank-you plays reached the end ## Campaign context Brand: AC Milan Industry: Sports & entertainment Customer journey: Loyalty ## Personalization data - First name - Surname - Day of birth - Audience relationship ## About AC Milan AC Milan is a professional football club based in Milan, Italy, founded in 1899. The club plays its home matches at San Siro. Club 1899 is AC Milan’s premium matchday experience. ## Quote > Every Milan fan has their own relationship with the Club, so our communication should feel just as personal. For the second season, Seen is helping us bring that ambition to life, enabling us to speak to supporters with the message that matters most to them, whether that’s renewing, joining or coming back to San Siro. And when a fan sees their name on a Milan shirt or lighting up the San Siro jumbo screen, it creates a moment of pride worth sharing, extending the campaign far beyond the inbox while driving stronger engagement and commercial impact. > > — Francesca Montini, Chief Brand Officer, AC Milan ## A place in the next season A season ticket means more than a place to watch football. It means the walk to the stadium, the people around you and another year of having somewhere you belong. For AC Milan, inviting supporters back to San Siro was a chance to make that feeling personal. The club worked with Seen to put individual supporters inside its season-ticket campaign. Players greeted them by name. A shirt carried their surname and a number drawn from their birthday. After purchase, the stadium itself appeared to thank them. The same idea connected the invitation to the experience that followed. ## The challenge AC Milan’s 2026/27 season-ticket campaign had several audiences to reach. Existing holders needed to renew. High-potential supporters needed a reason to subscribe. Former holders needed an invitation to return. The club also had a separate conversation with customers and prospects for Club 1899, its premium matchday experience. Each group had a different relationship with the club. AC Milan wanted its emails to reflect that relationship and give recipients a reason to engage. The club put personalised video to the test against its standard campaign key visual, measuring how often each email prompted a click. ## The approach AC Milan built a family of personalised films around an invitation to San Siro. In the consumer films, players speak directly to the supporter, reveal their shirt and pass the conversation to the official stadium speaker who explains the season-ticket options. Stadium footage brings the invitation back to the matchday experience. The message changes with the audience. Renewal films ask existing holders to renew and explain the Classic and Plus options. The high-potential version invites supporters to join. The winback version asks them to come back. Separate Club 1899 projects address the premium matchday audience. Their source creative moves from the training pitch to the hospitality entrance and premium seating, inviting the viewer into a different way to experience San Siro. The reviewed films use personalisation in concrete ways: - **First name:** a spoken greeting in the consumer invitation films and a visual thank-you after purchase. - **Surname:** printed on the shirt held up to the camera. - **Day of birth:** used as the shirt number in the consumer invitation template. - **Audience relationship:** distinct renewal, high-potential and winback scripts change the invitation itself. The experience continues after purchase. The thank-you film opens with the supporter’s first name on a San Siro screen, moves through a message from the pitch and matchday footage, then closes with another personal thank-you. AC Milan’s internal report records delivery within 24 hours for the B2C customer journey. The B2B thank-you used Club 1899 branding and went out as a batch at the end of the campaign. ## The A/B test To see whether a personal invitation would prompt more clicks, AC Milan ran A/B tests among renewing season-ticket holders and Club 1899 prospects. In each audience, recipients received either an email featuring a personalised Seen video or one featuring the standard campaign key visual. For each initial send, 90% received the personalised Seen version and 10% received the key visual. The B2C renewal test excluded the switch-seats cluster. The club measured email click rate and click-to-open rate to see how each treatment engaged its audience. ## The results In both A/B tests, recipients of the personalised video email clicked at a higher rate than those who received the standard campaign key visual. Among Club 1899 prospects, the video email achieved **more than 1.5 times the key-visual email’s click rate**. - **51% higher email click rate for B2B prospects:** 11.72% with personalised video versus 7.74% with the standard key visual. - **36% higher email click rate for B2C renewals:** 38.62% versus 28.46%. - **41% higher click-to-open rate for B2B prospects and 35% higher for B2C renewals:** a larger share of the people who opened the personalised emails went on to click. The engagement continued after purchase. In the B2C thank-you journey, **80% of unique visits led to a play**, and **92% of those unique plays reached the end**. The B2B thank-you journey recorded a **96% completion rate**. These viewing results cover the period through 7 October 2026. From the first invitation to the post-purchase thank-you, the campaign gave supporters and premium matchday customers a personal reason to pay attention. ## Key takeaways **The supporter appeared inside the story.** The personal details belonged to familiar football objects and places: a shirt, a stadium screen and an invitation from the team. They gave the creative a reason to feel individual. **The invitation matched the relationship.** Joining, renewing and coming back call for different messages. The films kept a shared creative approach while changing what they asked the supporter to do. **The purchase wasn't the last message.** The thank-you film carried the same personal treatment into the next stage. It recognised the decision the supporter had just made and returned their attention to the season ahead.