Ampush Drives 3,000+ Race Sign-ups for Warrior Dash in a Single Day: The 3 Things We Did

Ampush Drives 3,000+ Race Sign-ups for Warrior Dash in a Single Day: The 3 Things We Did

March 4, 2014

Warrior Dash recently looked to Ampush and the AMP 2.0 platform to drive over 3000 new race signups in a single day at a 96% lower CPA than previous Facebook advertising campaigns. How we did it? Let’s start from the top…

Warrior Dash is the world’s largest obstacle race series with year-round events in six countries on four continents. Over 1 million “Warriors” have climbed, sprinted, jumped, and waded their way through over 150 obstacle courses, known as Warrior Dash “Battlegrounds,” in over 50 locations since the first race in 2009. Warrior Dash has grown from a single event in a Chicago suburb to a global leader in alternative 5k racing, and they only plan to keep growing.

In order to capitalize on the social nature and group culture inherent in their races and events, Warrior Dash turned to Ampush and the powerful AMP 2.0 platform with two campaign objectives in mind:

  • Drive race sign-ups among new and former race participants

  • Expand brand recognition and increase Facebook page engagement across the target audience


How We Did It

1. Segmented Custom Audiences

Ampush used Warrior Dash’s existing list of emails, Facebook user IDs, phone numbers, and app user IDs to create Custom Audiences of past participants segmented by location and previous race experience. Ampush then targeted personalized special offers to these audiences based on their location and experience-level, boosting new interest and re-engagement from past participants.  Ampush strategists scaled reach and targeting in very specific US locations by creating lookalike audiences.

2. Precise Timing

Ampush focused the timing and targeting of the campaign for the week after a Warrior Dash to capture loyal fans while the adrenaline was still in their systems (and the mud still on their shoes). The timing and specific targeting were essential for increasing engagement and conversion rates.

3. Engaging Event Creative

Warrior Dash provided ad content in the form of event photo albums and Ampush promoted the captivating photos with Page Post Photo ads alongside organic reach to increase awareness of the user-focused content. As the event itself is inherently social (participants often sign up in groups) this was especially effective at garnering clicks, likes, and shares from past participants who wanted to relive the fun they’d had at the event – the campaign drove a 28% CTR among groups targeted by Ampush.

Takeaways

This campaign shows that the effectiveness of Custom Audiences can be multiplied when layered with location targeting, and specific campaign timing. Custom Audiences and lookalike audiences should serve as the base audience for campaigns, then be further narrowed or segmented using Facebook’s other targeting tools, such as location, gender, education and so forth for maximum effectiveness. Timing campaigns to run a specific length of time after the event (a week after racing, for one) when customers are more likely to act, completes the equation, resulting in highly personalized ads optimized for engaging and converting past customers.