The IRONMAN Group’s Standard Chartered Singapore Marathon
WePlay partnered with The IRONMAN Group to help drive participation registrations for the Standard Chartered Singapore Marathon.
The IRONMAN Group’s Standard Chartered Singapore Marathon
WePlay partnered with The IRONMAN Group to help drive participation registrations for the Standard Chartered Singapore Marathon.
WePlay has been a proud partner of The IRONMAN Group, our longest-held client, for over eight years.
We work with them across a global portfolio of over 30 events. At the core of this partnership is the shared goal of fostering audience growth and boosting registrations for one of The IRONMAN Group’s premier running events.
The Standard Chartered Singapore Marathon™ is the leading mass participation run and the only World Athletics Gold Label race in Southeast Asia. It is an unparalleled running experience: a world-class event experience right in the heart of one of the most vibrant, distinctive cities on the planet.
To drive event registrations for the 2024 edition – held over the weekend of 29th November to 1st December – we turned to a comprehensive audience identification strategy honed over years of success and intelligent adaptation. We fuelled the top of the marketing funnel by continuously leveraging our paid media knowledge from the account.
In meeting our targets from the previous year, we had achieved an increase of 68% in YoY registrations, which led to an increase of 22% in attributed revenue. We selected platforms based on our historical learnings, using those insights to drive cost-efficient KPIs and reach desired audiences at scale.
Key Elements of the Campaign:
- Macro Audience Segmentation: We prioritised audiences closest to the brand, who have the highest propensity to convert first. A strategic interest and data-driven prospecting approach allowed us to find incremental gains in data, audience and revenue.
- Multi-Platform Paid Media Approach: We ran a full-funnel channel approach to reach, engage and convert prospective participants.
- Revitalised Content Themes and Messaging: Utilising a combination of emotional messaging to “speak to the heart” and rational facts to “speak to the head” – engineered to give interested runners the final push to sign up and get to the start line.
This year’s Standard Chartered Singapore Marathon saw notable growth in YoY registrations from 43,000 to 55,000. WePlay’s data-driven approach, combined with emotional and motivational storytelling across a variety of digital channels including social media, programmatic and YouTube, drove impactful results across each phase of the run up to the event. The tangible outcomes of this partnership are undeniable, consistently surpassing campaign targets:
50%
increase YoY in registrations driven by paid media
25%
improvement in cost per acquisition (CPA)
45%
boost in return on ad spend (ROAS).
