Case Study | Industry: b2c

30x
ROI
$6.18
Blended CPA*
3,400
Total Registrations
$624k
Attributed Revenue
“Weâve already noticed that Instagram is taking up a much bigger piece of the pie. Weâre planning to advertise all of our events on Instagram."
Strong Marketing Strategies Go the Distance
AdRoll keeps pace with Los Angeles Marathonâs goal to reach new runners, re-engage past runners, and grow the race by up to 10% year over year.
Getting in the running and picking up the pace
Digital advertising wasnât a priority for Los Angeles Marathon, past initiatives had provided minimal returns. Yet, while exploring more sophisticated registration solutions, it became clear that digital advertising deserved another go. They came to AdRoll with the weighty challenge of increasing the number of registrantsâand selling out sooner.
AdRoll helped design effective ads that spoke to the brandâs athletic spirit. âWe took a different approach with creative,â says Ryan Cavinder, marketing manager at Los Angeles Marathon, âand tried to focus on emotional aspects of the marathon-running experience.â To reach the entire sales funnel, they began retargeting across all inventory, including Facebook, Instagram, and the web.
Celebrating a picture-perfect finish
AdRollâs Instagram ads have been a creative, valuable tool for brand awareness. âThe biggest benefit of advertising on Instagram is that it isnât as saturated as social sites like Facebook,â Cavinder explains. âFewer events are on Instagram, which makes it a much easier medium to engage with customers and promote the Los Angeles Marathon brand.â
Los Angeles Marathonâs retargeting campaigns broke all the records: they drove thousands of conversions and earned over half a million dollars in attributed revenue. Not surprisingly, the marketing team is keeping Instagram in their ongoing promotional strategy for a growing lineup of events. âFor 2016, weâll be focusing on Instagram-specific content,â Cavinder confirms.
About Los Angeles Marathon
One of the largest marathons in the US, Los Angeles Marathonâs annual âStadium to the Seaâ attracts runners from all 50 states and over 55 countries.
*vs. $180 entrant fee