woman running through mud pit at muckfest

Case Study

Attracting Event Attendees With Facebook Video Ads

To attract more race attendees, Event 360 and Wpromote ran Facebook video ads in a campaign using dynamic creative, automatic placements, and automatic advanced matching, which led to a 60% increase in registrations.

Their Story

A Muddy Fun Fundraiser

Headquartered in Chicago, Event 360 is an event management team offering a full range of services, including event production, social impact, fundraising technology, site logistics, communication strategies, marketing, and customer service. And, in partnership with the National Multiple Sclerosis (MS) Society, Event 360 produces MuckFest—a family-friendly 5K fun run and obstacle course surrounded by mud-filled pits, trenches, and craters. Since MuckFest started, more than 175,000 participants have raised over $32 million for MS research.

group of runners at muck fest
  • “Video, delivered dynamically via Facebook in different sizes and lengths, allowed us to share the full experience of the MuckFest event in only seconds. This format quickly demonstrated our mission, the excitement of the event, and the ‘why’ someone should participate almost instantaneously, helping us cut through the clutter and make impactful connections with prospects that convert.”
    Katie Zupancic Wymer
    Senior Manager, Digital Marketing, Event 360

The Challenge

Increasing Event Registration

Event 360 wanted to promote the MuckFest mud run event, attract more participants (called “muckers”), boost registrations, and increase the overall impact of the event.

muck fest social media examples

The Solution

Automating Creative Combinations

Event 360 partnered with us to design a digital ad campaign that could quickly grab viewer attention and show the value of attending MuckFest.

Event 360 had a large volume of existing assets, but a limited budget, so we decided to try using dynamic creative. Instead of manually building individual ads, Event 360 pooled its investment into a single ad set, and let Facebook optimize the best combinations of creative assets across audiences.

We developed a top-performing video creative that showed scenes from prior MuckFest events, including muckers having fun navigating the course. Messaging included, “Are you ready to scale obstacles like a stunt jump and giant zip line?” and “Don’t just run when you can climb, swim, crawl, and fly through 18 outrageous obstacles. Come get muddy!” Each ad had a “Learn More” call to action button that linked to the MuckFest registration page.

Channels + Services

Social Media

Winning Great Results

We showed the ads to people aged 18 and over in the cities holding the MuckFest events—as well as to people with an interest in fitness, wellness, concerts, food festivals, and charity causes. Because of this, MuckFest was able to increase registrations while lowering their costs.

  • 60% Increase In Event Registrations
  • 46% Lower Cost Per Registration

Proof Is In The Numbers