Drawing from our work with similar clients, we began testing various ad and creative units at different points of the race sales cycle. We utilized video ads to kickstart awareness and strategically build and segment video view retargeting audiences.
Facebook’s lead gen ad units made it quick and easy for users to request info and cost efficient for BeerFit to acquire leads.
Next, we developed a “playbook” detailing which ad units and creative would run at each stage of the race sales cycle, and identified respective benchmarks and KPIs. Increased urgency was conveyed with strong CTAs leading up to price increase tiers.
Strategic creative on Facebook and Instagram was seeded with strict intention of garnering engagement and sharing.
While the strategy was applied to all event cities, we carefully tailored radius, interest, and behavioral targeting to each individual market. San Diego – Focused specifically on running/outdoors interests due to high levels of participation, as opposed to broader targeting in other locations Kansas City – Because there was another race in St. Louis, radius targeting did not exceed 50 miles to avoid crossover or over-saturation.
Results for the first six months of 2016 beat out previous efforts in all of 2015, and helped to propel the brand forward.
EMAILS COLLECTED AT LESS THAN $8 PER EMAIL
TICKETS SOLD IN THE 1st 6 months of 2016
page likes & over 132,000 post engagements
in revenue in the 1st 6 months of 2016