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CrossFit's biggest customer facing event is known as "The Open" where any CrossFit member or affiliate is able to participate for a chance to qualify fo The Games.
Goal: Drive Event Registrations
Background:
CrossFit had previously deployed paid media tactics to help drive event registration, but previous CAC and ROAS did not deem it a successful campaign.
ONBRND Delivered:
Full Funnel Paid Social Strategy
After a deep dive with the CrossFit internal team, ONBRND developed an approach based on the following:
1. Leverage existing and former Open registration data to launch a hyperfocused retargeting campaign
2. Utilize 1P CrossFit data to build various Lookalike Audiences to drive potential prospect registration
3. Implement a creative mix of video, static, and copy overlaid images based on previous Google campaign top performers
4. Launch prospecting retargeting campaign to drive New to CrossFit event registrations
The engagement between CrossFit and ONBRND has been successful in achieving the Brand's goals.
8% Lift in Event Registrations:
$3.61 CAC:
5.54x ROAS
