Our campaign for the PGA American Express Tour employed a data-driven approach, using client-owned data to gain insight into previous buyers’ behaviour and engagement on digital channels. We also considered event specifics such as location, entertainment, and key athletes to inform our strategy.
To target previous buyers, we created personalised messaging and offers. For prospecting audiences, we A/B tested new content to determine the most effective approach. These audiences were divided into two groups: those who had previously engaged with the AMEX PGA website or social content (Connected with Audience) and those who had not (Cold prospects).
To measure the success of our campaign, we tracked key metrics such as Click-Through Rate, Video Views, and % of videos watched. This allowed us to make strategic decisions and serve tailored messaging to different audience segments. As a result, we were able to drive ticket sales and increase engagement with the PGA American Express Tour.