London Winter Run

Mass Participation

Human Race and WePlay achieve back-to-back sell-outs for the 2018 & 2019 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 the 2018 and 2019 Cancer Research UK London Winter Run.

Brief

Approach

With a solid foundation of clients in the mass participation space, with clients such as IRONMAN, Limelight Sports and Threshold, and already selling out the London Winter Run, 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.

Approach

Final Score

WePlay and Human Race achieved back-to-back sell-outs for the Cancer Research UK London Winter Run. Due to the popularity and success of the event, the 2019 Cancer Research UK London Winter Run grew by over 4,000 participants.

Final Score

Results Delivered

2

SELL OUT Events

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