Bay to Breakers is a race built by the people. Since 1912, Over 2 million costumed runners, walkers, and centipedes have completed the iconic 12K journey from the San Francisco Bay to the breakers on Ocean Beach.
Our team was tapped to use social media targeted ad campaigns to drive ticket sales on the first day available.
Typically, tickets go on sale and then increase in sales as the event grows closer. Wasserman wanted to target potential runners that were within their target demographic on social media in order to encourage them to buy a discounted ticket on the first day of the sale.
We created campaigns, split testing and unique targeting to reach people within 100 miles of the race location and target those we thought would be most likely to convert to ticket purchase.
This campaign had multiple goals including awareness and reach, displaying the content to viewers multiple times to encourage memorability of the ad and likelihood of purchase. The other main goal was direct sales. Selling tickets through ads clicked on social platforms tracked using the Facebook pixel.
The results were outstanding. We were able to create an awareness campaign about the race leading up to the ticket-on-sale date. Overall, on the first day of tickets-on-sale, we were able to sell more on that single first day than any day before.
Specialized social media ads can drive new customers to businesses and create an excellent ROI. If you are looking for someone to help with social media, including completely managed social media, reach out to my team and let’s talk!
Michael Osterfeld is the President of The Osterfeld Agency and Mikes Big Mouth Media. He is an expert in digital marketing strategy including social media, search, web and brand design. Over the last 10 years, his sites have created billions of traffic clicks for companies around the globe.
This post may have been written by a staff member and not Michael Osterfeld personally.