Results and Effectiveness

42% Uplift in Site Traffic 12% Uplift in Event Registration Ad Exposure >57 million impressions High Source of Awareness come from Facebook, Word-of-mouth & Web Ads Facebook Engagement increased by 104%. Facebook fans increased by 151% in just 5 days.

Creative Execution

Leveraging on market intelligence, we used pay-per-click Facebook ads to drive traffic volume to the StarHub Urban Freestyle Facebook Fan Page. Number of Facebook fans increased by 151% in just 5 days. This increase created the base we needed to build tremendous word-of-mouth reaching the target audience’s networks. Using relevancy, we captured substantial traffic volume on Content Targeting websites whose content complemented SUF’s theme. This gave us a big uplift from missed opportunities because people were not actively searching yet for parkour.

Insights, Strategy and the Idea

Parkour, or freestyle running, is a very little known sport in Singapore. Being the core concept on which the Urban Freestyle Run was based, SUF struggled to gain awareness and reach the critical mass of registrations for the event as people did not know what an ‘Urban Freestyle Run’ was. With the run just one month away, the team turned to Paid Search with an urgent need to quickly ramp up volumes and create interest. The challenge was to two-fold: • Create Awareness for a run Singapore has never seen before • Short Time-line