Digital Playmakers were appointed to increase online race registrations for Threshold Sports flag ship trail series events. The Threshold Trail Series. Four trail events:
Our objective was obtaining as many sign-ups as possible via paid media channels, whilst focusing on improving existing key metrics across all platforms and working synonymously with organic marketing campaigns. Particular emphasise was placed on optimising click-through and conversions rates, ultimately reducing the marketing budgets CPA.
Marketing live events during a global pandemic was one of the biggest challenges we have faced to date. Historical consumer sentiment and customer lifecycles had to be thrown out the window. Thinking caps were put on and an entirely new strategy was in order.
Messaging and communications had to be top notch. With incredible uncertainty, the government doing u-turns every other week and insurers threatening not to pay out, we had to be on the ball. To instil customer confidence our messaging had to come across as trustworthy, whilst holding an air of authority.
After the initial fear of covid-19’s impact had subsided, our updated strategy was executed, taking into account the aforementioned challenges and we invested our time heavily into the following areas:
This trifecta of performance marketing played a crucial role in what turned out to be the most successful set of performance marketing campaigns our client has achieved to date! With CPA’s down around 40% year on year, even throughout a global pandemic.
An unexpected benefit of consumers being locked up at home was that content consumption went through the roof. Increased screen time and social engagement rates result in increased data capture and consequently increased insights and understanding into customers buying behaviour.
We hope ‘pandemic marketing’ is behind us for a while but we are extremely proud to have worked so closely and achieved so much throughout this stressful period.
