Background

The Woodbine Queen’s Plate Event sought the Triangles system consecutively for a another year to generate awareness and invoke a boost in ticket sales through the planning and execution of data-driven digital campaigns.

Beginning the process of introducing a digitally induced strategy to increase sales, the Triangles Team first looked to Stage 1 of the process of formalizing personalized consumer journeys to target potential attendees in categories that had yet to be ventured.

To track progress on a daily measurement, the Triangles Team laid baselines to build from and constructed benchmarks to assess attainment of goals. With increased ticket sales at the forefront of the minds of both parties, a conjoint effort was made to attract corporations, generational attendees, and horse enthusiasts alike.

Solution

Embarking off a successful campaign the year prior, the Triangles team was geared to undertake the task of meeting and exceeding the goals set by the Woodbine team for Queen’s Plate 2018. This is how we accomplished it:

1. Insight

The audience personas were re-evaluated and reformed to include the highest converting demographics and psychographics. Eight personas were developed, centered around personality traits and interests such as “Fashion Philanthropists” and “Saddle Enthusiasts.”

2. Personalization

Through extensive experimentation, five main pillars were created that were assigned to each persona with a varying mix of imagery, video, and brand messaging. Each creative spoke to each persona directly.

3. Ad Operations

Leaning on past data, the Triangles system eliminated one channel from the mix and centralized focus on five main channels. Ad variants were filtered down these funnels, followed by the Remarketing strategy.

4. Scale

Intense scaling was pushed post the Mid-Flight analysis. The multi-level funnel retargeting method kept the event top-of-mind, and the introduction of the 2FOR1 promo escalated the rate of conversion (ticket sales) exceedingly.

Creative Expansion


Integrating multiple variations of campaign branding across all first touchpoints. A strategy that personalizes each ad variant towards the intended recipient..

Micro-Targeting Audiences


Insights on personas backed by data-driven strategies created highly defined audience personas that were further dissected into cohorts representing prospects that proved to be of a high converting ratio.

Multi-Channel Optimization

Leveraging towards Ticket Sales Leads, the machine + human methodology of the Triangles system optimizes towards high ROI pathways. Selecting only top performing channels to scale, the result led to high ticket sales accompanied with minimal budget waste and a high Return on Ad Spend.

Geo-Targeted Ad Buys


Using smart geo-fencing, the Triangles system zones in on high cap postal codes within the appropriate geographies to target clientele highly inclined towards the Queen’s Plate event.

Looking Ahead

Concluding another successful event, ending with positive returns and an accretion of ratios across the board, the Triangles team left Woodbine with some key takeaways to move forward with:

Strong Baselines

Channel, creative, timing, and conversion learnings are deep and statistically validated to accelerate next year’s sales. Further, deeply segmented remarketing pools with active cookies will allow for progression of marketing to an estimated 92,000 visitors.

Agile Data-Driven Approach

Using test-and-learn cycles would offer optimization and conversion scaling at a rapid clip. Increasing average ticket price decreased conversions but increased overall revenue significantly.

Incentive Access

Introduction of the promo, along with strategic planning and execution of promos for specific dates/holidays will help to effectively convey exclusivity and urgency, while maintaining control over the return on investment.

Search Channel

Further testing and refinement of the Search keyword database to narrow the relevancy gap between prospecting and event-centric keywords will be necessary to ensure improved Search performance moving forward.

Looking Ahead

Concluding another successful event, ending with positive returns and an accretion of ratios across the board, the Triangles team left Woodbine with some key takeaways to move forward with:

Strong Baselines

Channel, creative, timing, and conversion learnings are deep and statistically validated to accelerate next year’s sales. Further, deeply segmented remarketing pools with active cookies will allow for progression of marketing to an estimated 92,000 visitors.

Agile Data-Driven Approach

Using test-and-learn cycles would offer optimization and conversion scaling at a rapid clip. Increasing average ticket price decreased conversions but increased overall revenue significantly.

Incentive Access

Introduction of the promo, along with strategic planning and execution of promos for specific dates/holidays will help to effectively convey exclusivity and urgency, while maintaining control over the return on investment.

Search Channel

Further testing and refinement of Search keyword database to narrow the relevancy gap between prospecting and event-centric keywords will be necessary to ensure improved Search performance moving forward.

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