RACING TV
CHALLENGE
In the lead up to a crucial Q4 period for new customer acquisition for Racing TV, Fifty Three Six were entrusted with the task of building and developing a multi platform strategy, that allowed Racing TV to cut through the noise of the Christmas buildup, and Black Friday advertising to achieve low cost sign ups to the channel.
+105%
CONVERSION RATE
STRATEGY
We created segmented audiences using a mix of 1st party data, along with our own custom and interest targeting groups which were implemented during the November Free Trial campaign.
Throughout November, we leveraged key horse racing events by creating event specific ad copy & budget phasing to ensure our activity was focused on the most impactful days.
Along with low cost sign ups, this also allowed us to drive social engagement and user actions such as link clicks and video views throughout the November campaign.
During Black Friday, we were then able to build audiences comprised of the people who had interacted with the November campaign, and retarget these users. This provided ultra efficient targeting costs during one of the busiest advertising periods of the year.
On top of this, we applied creative learnings taken from our November campaign, to create a full range of digital assets which allowed Racing TV to stand out across social platforms during the Black Friday and Cyber Monday Period.
RESULTS
Exceeded subscription targets and saw over 3.5k customer acquisitions across the campaigns.
Cost per subscription fell by 9.15% vs 2022.
Conversion rate rose by 105% vs 2022.
Black Friday Campaign achieved the highest conversion rate of any 2023 campaign.