THE CLIENT
Silverstone first held the motorcycle Grand Prix in 1977 and this was the 9th year that they’d hosted a Grand Prix since World Championship racing returned to the circuit in 2010 after a gap of 23 years. We were brought in to rescue ticket sales and help fill the event, just 4 months before the MotoGP Silverstone event.
THE PLAN
We knew Silverstone had used many agencies before us, but the most startling thing was the lack of visibility they had of how their money was being spent and how the agencies were performing. We needed to provide a much clearer view of how their spend was being used to drive sales.
We researched their audiences and tapped into new audiences outside of the regular motor enthusiast to extend reach and uptake of the event.
We audited and optimised existing paid search and social media campaigns tailoring adverts to specific audiences and adding new audiences to find, convince and convert into ticket sales.
We introduced YouTube and LinkedIn campaigns and display advertising to extend event awareness and support remarketing efforts.
We knew that using a mixture of PPC, Social Advertising and Remarketing, we could get in front of the right audiences, with the right messaging, and sell tickets.
THE EXECUTION
Content Creation +
We developed video and advertising content tailored to each of the six target audiences including content messaging and tone.
Advanced Social Advertising +
Using our dynamic multi-tiered social advertising campaign strategy we targeted prospective visitors on Facebook, Instagram, YouTube and LinkedIn. Our campaign covered each stage of the funnel and utilised advanced multivariate testing to drive costs down while increasing results.
PPC and Display Adverts +
Keyword search campaigns and display campaigns targetting audience and intent on Google, Yahoo and Bing were used to gain position 1 in search, beating the competition and driving on-line ticket sales whilst adding users to a remarketing list for upsells to be managed across channels.
TAG, GA & Google Data Studio +
Goal setting and reports were established to provide Silverstone with a clear view of their advertising spend and performance at any time.
THE RESULTS
£990,410 Ticket sales
3042.55% ROAS
4,690 Conversions
