When it came to advertising large events, Chepstow Racecourse had traditionally allocated the majority of their budget to traditional advertising - for example print, radio and leaflet drops.
All Trousers were brought on board to test new channels such as social and digital advertising. The main goal of the campaign was to increase awareness and ticket sales for the "Easter Monday Family Race Day" campaign, proving the effectiveness of digital marketing in the process.
What we did
We worked closely with the internal team and supporting agencies (design) to develop a campaign that was both successful financially and a seamless strategic fit for the client.
How we achieved that:
- Objective setting
- Audience insight
- Messaging discovery and execution (including client review of all ad copy to be used)
- Set up of multiple ad platforms
- Fail-fast approach (reinvesting budget into successful campaigns)
- Regular management of ads and monitoring of conversions
- Review of campaign success
- De-brief with client
The campaign was built around customer demand cycles, and was carefully managed on a near-daily basis. It's a level of detail and insight that in-house teams can find it hard to achieve, especially when juggling the multitude of tasks an in-house team manages.
The main outcome was an on-brand, strategically on-point campaign that achieved an uplift in ticket sales. As well as the bottom-line ticket sales, the campaign achieved the following, compared to the previous year:
- Over 600 social engagement actions (shares, likes, comments) during a 2 month campaign
- Pageviews - 52% increase
- Time on page - 24% increase
- Goal completions - 107% increase
- Goal conversion rate - 33% increase
And best of all...