MudGirl is the largest women's obstacle race in Canada. Every year, more than 50,000 women participate in this event that pushes them to excel and accomplish things they never thought possible.
To promote their race, MudGirl invested nearly $30,000 per month in Facebook advertising. Their sales steadily increased, but they were unable to calculate their return on investment. Consequently, it was IMPOSSIBLE for them to safely increase their budget on the platform.
Our services allowed them to invest more in the platform, but more importantly, to make better investment choices!
Client
Industry
Headquarters
Objectives
Challenges
Our Initial Assessment
No tracking of purchases from their Facebook campaigns.
Very broad targeting without any criteria for interests (less effective advertising distribution).
Only one advertising format (video) and very little creative renewal.
No real retargeting campaign to keep prospects interested.
Our Objectives
Create a "localized" approach for each event.
Make the race more widely known.
Keep the audience engaged to boost conversion.
Our Strategy
Create numerous campaigns throughout the year to maintain interest among prospects.
Offer promotions that bring prospects closer to a purchase.
Use a very "localized" approach, personalized to each targeted city.
Quickly diversify our acquisition audiences.
Creation of a PDF guide to generate a maximum number of email addresses.
Creation of an eBook offered to website visitors as a free, downloadable guide about obstacle races, and an email sequence to convince leads to complete their purchase.
Creation of several ads in different formats for each city that are also more specific to our avatar: women.
Creation of a large awareness/video view campaign for their French- and English-speaking audiences to promote the event, with the goal of producing retargeting audiences and lookalikes based on video views.
Creation of retargeting ads dedicated to convincing the audience to complete ticket purchases.
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MudGirl expanded its Facebook advertising budget from $30,000 to $100,000 per month.
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Thanks to their Facebook investment, they launched their first 13 events in the US.
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They generated an average return on investment (ROI) of 300% for each location.
Become client
Work with us
We follow a clear 5-step process to start an effective and aligned collaboration:
