Fitness · Event Marketing
CrossFit
Paid SocialRetargetingLookalike AudiencesCreative Strategy
The Challenge
"CrossFit\'s biggest customer-facing event is The Open, where any CrossFit member or affiliate can participate for a chance to qualify for The Games. Previous paid media tactics had not produced a successful CAC or ROAS. ONBRND was tasked with delivering a full-funnel paid social strategy to drive event registrations."
The Results
8%
Lift in Event Registrations
ONBRND drove an 8% lift in CrossFit Open registrations through a full-funnel paid social strategy — combining retargeting of past participants with prospecting campaigns targeting new-to-CrossFit audiences.
$3.61
Cost per Acquisition
Achieved a $3.61 CAC across the campaign — well below industry benchmarks for event-based fitness marketing and a significant improvement over CrossFit's previous paid media efforts.
5.54x
Return on Ad Spend
A 5.54x ROAS across the full campaign, driven by a creative mix of video, static, and copy-overlay images informed by top performers from previous Google campaigns.