London Winter Run

Mass Participation


Human Race achieves record participation numbers for the 2018 Cancer Research UK London Winter Run


WePlay Case Study, Cancer Research UK London Winter Run

Brief


WePlay collaborate with Human Race, the largest mass participation event organiser in the UK to help drive participant registrations across their event portfolio and to sell out their flagship running event, the 2018 Cancer Research UK London Winter Run.

WePlay Case Study, Cancer Research UK London Winter Run

Brief


WePlay collaborate with Human Race, the largest mass participation event organiser in the UK to help drive participant registrations across their event portfolio and to sell out their flagship running event, the 2018 Cancer Research UK London Winter Run.

Our approach


With an array of clients in the mass participation space, including IRONMAN and the Quest Adventure Series, WePlay formulated a data-driven strategy, utilising data from the CRM, social media and from website visitors. The data, when cleaned and analysed, powered the audience segmentation, creative development and the media strategy that would follow.

London Winter Run_WePlay
London Winter Run_WePlay

Our approach


With an array of clients in the mass participation space, including IRONMAN and the Quest Adventure Series, WePlay formulated a data-driven strategy, utilising data from the CRM, social media and from website visitors. The data, when cleaned and analysed, powered the audience segmentation, creative development and the media strategy that would follow.

WePlay Case Study, Cancer Research UK London Winter Run

Results


After three months, registrations for the 2018 Cancer Research UK London Winter Run were already up by 50% year on year. The success continued, finally resulting in a record number of participants and a sold-out event one month ahead of schedule.

The successful approach to this event and the insights obtained will be applied to further increase the performance across the rest of the Human Race portfolio.

WePlay Case Study, Cancer Research UK London Winter Run

Results


After three months, registrations for the 2018 Cancer Research UK London Winter Run were already up by 50% year on year. The success continued, finally resulting in a record number of participants and a sold-out event one month ahead of schedule.

The successful approach to this event and the insights obtained will be applied to further increase the performance across the rest of the Human Race portfolio.

Results Delivered


20000
Event Participants - (SELL OUT!)
15
Percent Social Media Conversion Rate
21
Percent increase in sign ups

"We are delighted with the results that WePlay have delivered so far and we are greatly looking forward to working together on the exciting campaigns that we have planned over the next twelve months."

— NICK RUSLING, CEO, HUMAN RACE

WePlay_London Winter Run

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