F2F. The new B2C
The 2021 Cheltenham Festival was different from any other – for the first time ever, there would be no crowds there due to the lockdown.
Our objective was to recruit new subscribers and stem churn at this difficult time and to do so in an empathetic way tool the race fans up and down the country stuck at home.
Our approach. Moving away from the default category approach of racing imagery or using famous jockeys, we we created a F2F (fan to fan) campaign. A positive, light-hearted campaign that colluded racing fans up and down the country restricted to watching Cheltenham from home. The question was, from the opening Tuesday to the Gold Cup day on Friday, would race fans be working from home or watching from home? Or perhaps a bit of both…
THE RESULTS
A massive 108% up YOY
Web sales up 40% YOY
Churn decreased by 29% YOY
DM – 3.3% response rate
c,1700 race fans tagging each other in social posts
Generic Half DPS press - The minimal use of horse racing imagery (together with the wry collusion with fans) created standout in the racing press.
Generic Half DPS press
Phase 1 Homepage banners
Phase 2 offer Instagram story
Phase 1 Instagram story
Phase 1 Twitter post
Phase 2 offer Facebook post
Phase 1 homepage banners
Phase 2 offer home page banners
#WFH Competition - invited fans to share their cheeky WFH stories.
Take a look at our other acquisition campaigns for Racing TV