CASE STUDY –
INCREASE SIGN UPS
This year, they wanted to explore new ways of increasing sign-ups and find individuals that would fundraise for taking part in the cycling event. Gumpo utilised the power of social media, combined with specific messaging and focused audience targeting to make Just Drop In’s 2024 Bikeathon its most successful yet.
RELIANCE ON TRADITIONAL MARKETING CHANNELS
Over the last few years, Just Drop In has been struggling with awareness of their Bikeathon, mostly relying on posters and email marketing to gain exposure and sign-ups, especially for the family ride. Sign-ups were always lacking for the family ride and in general, sign-ups were very sporadic & last minute. Not to mention that the journey to getting signed up and sponsored was complex and very unclear.
TARGETED SOCIAL MEDIA ADS
In order to overcome these obstacles, we knew we’d have to start with the basics, getting Just Drop In set up on Eventbrite and Google Events. But, to take it to the next level of success, we wanted to make sure we could take the message directly to the audience with the power of social media advertising.
We knew that the user journey was complex and unclear, so we wanted to start with their website to make sure that when a user clicked on an ad, it wouldn’t impede the conversion. We condensed the content on their sign up page to make it a lot more easily digestible and optimised the page for mobile users. We then separated the cycling routes and moved the CTAs up the page in order to facilitate easy access.
Once we’d gotten that sorted and we knew that when someone clicked on the ad, they would be more willing to convert, we got JDI set up on Eventbrite and Google Events.
43% INCREASE IN SIGN UPS YOY
Then, it was time to ramp it up a notch. We created a few highly targeted social media campaigns with specific messaging tailored to the audience at hand.
We collected footage that quickly captured the attention of a cyclist or outdoorsy family and overlaid it with the key pieces of information that someone would want to know about the event. Depending on the ad creative, we tailored the copy of the ad for specific routes.
For example, the cyclists were encouraged to ‘Pedal for a Purpose‘ and raise funds whilst having a great day out on the bike. In contrast, families were encouraged to spend time with their kids whilst helping others and we highlighted other activities for them to do on the day to make it a great day out.
Once the creative was ready, we pushed the campaigns live on Facebook and Instagram, targeting both cycling enthusiasts and families. While the cycling campaign was a tad more successful, overall the campaign was a triumph with a 43% increase in sign ups and about £9000 raised.
As a part of our charitable initiatives, we donated the time and ad spend so that the charity could focus on raising money for their endeavours. Plus, our very own Paid Social Expert, Naz joined the event, riding 60 miles in support of Just Drop In!
