07 Feb 2018

2018 Cancer Research UK London Winter Run

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Human Race achieves record participation numbers for their flagship event


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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

Overview

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.

Objectives

Develop and deliver a strategy and activation to drive event registrations for the 2018 Cancer Research UK London Winter Run.

Approach

With a solid foundation of clients in the mass participation space including clients such as IRONMAN, 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 creative development and the media targeting strategy that would follow.

After three months, registrations for the 2018 Cancer Research UK London Winter Run were already over 50% ahead Y-o-Y. 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.

HRiPhone

Wins!


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

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