Pixel8 Case Study - HSBC UK National Cycling Centre And Eastland’s Trust - Raising Awareness And Driving Bookings For New All-Women Mountain Biking Programme
The HSBC UK National Cycling Centre and Eastland's Trust sought our support to promote their new all-women mountain biking programme. Using video marketing and clever Facebook targeting, in 3-weeks, the campaign received 76K video views and over 10K engagements. 80% of spaces were fulfilled with a conversion rate of 6.19%. Discover more about this highly effective campaign below.
HSBC UK National Cycling Centre and Eastland’s Trust
Strategy, Media Planning, Video Production, Design, Facebook Advertising, Community Management
HSBC UK National Cycling Centre needed to raise awareness of their mountain biking programme for women and ultimately increase bookings. They approached Pixel8 to devise a Facebook advertising campaign to reach out to women in Greater Manchester across all levels of mountain biking ability.
Pixel8 began with target demographic research and devised a strategy to position the programme to all abilities. We devised an explainer video to promote the details of the programme and also to show past participants across all levels of ability. This was also a great opportunity to use motion to promote trail riding at Clayton Vale.
With the short-form video in place, we promoted this with a 3-pronged approach, firstly driving awareness, then consideration and ultimately, conversion. The accompanying copy was carefully crafted to resonate with the audience and steered targets to visit the landing page to make an online booking.
Using half of the media spend, we fulfilled 50 / 64 of the taster session and basic cycling skills sessions. These participants will continue the 14-week programme, meaning nearly 80% of places are fulfilled. The conversion rate for these bookings was 6.19%, this is 3% higher than average conversion rate on previous campaigns.
Nearly 76 K Facebook targets viewed the video content which resulted in 808 visits to the landing page, 56 post comments, 47 post shares and 132 post reactions. There was a total of 10,377 engagements on the messaging.
We observed many participants referring the offer to friends and family which drove the overall engagement rate to nearly 14%. This also had a significant impact on web visits.
We also directed the audience who interacted with this campaign to view other sessions for women at the HSBC UK NCC to cross-sell the various offerings for women at the national sports facility.
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