Tammy To
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The World Corporate Games

 

The World Corporate Games

The world's largest multi-sport festival for businesses and organizations.

 
 
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THE CHALLENGE

This multi-sport festival, popular with companies like IBM, Ernst & Young, and UNICEF, was held in Houston last year. The city's sports authority organization came to us with goals of raising awareness and driving traffic to the Early Bird form fill page. 

Lack of preliminary data and a vague audience made it unclear who the targeted group would be. The challenge was further elevated by tight turnaround for Early Bird registration. 

the remedy

A paid social campaign front-loaded with A/B testing was my chosen strategy in order to hit the KPIs.

I decided to divide the budget evenly between Facebook and LinkedIn, followed by multiple rounds of audience, photo, and copy testing to fully maximize the campaign. 

Budget was constantly reallocated to the best performing audiences to drive clicks to the main site page, which enticed users to move forward to the enrollment page. This accomplished 2 birds with 1 stone - awareness due to traffic and sessions on the Early Bird enrollment page out of users' own volition.

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THE RESULTS

  • Award of Excellence at the BMA Lanterns in Houston

  • 64 goal completions

  • 173,622 impressions

  • 1,156 website clicks

  • We were able to pin down a key audience for this client, thus helping them immensely with internal marketing efforts. Left is a breakdown of the lifespan of each ad/audience per platform