Driving Results Through Strategic Ads: Gospel Run 5K.
Project Overview:
I led the creative direction and marketing for a three-month digital ad campaign aimed at increasing brand awareness, driving traffic to the event registration page, and ultimately boosting registrations for the Gospel Run 5K event. The campaign targeted new demographics, particularly individuals under 44 and men of all ages, alongside the event’s existing audience of women aged 45+.
My Role:
I managed the entire process, including developing the branding, ad design, copywriting, audience targeting, and ad performance through Meta Ads Manager. I also provided analytics reports with strategic recommendations to optimize future campaigns.
Challenges:
Working with a limited $800 budget for 8 ads, the challenge was expanding the audience reach beyond the client’s historical audience (women 45+) while maximizing performance. I balanced all marketing and design tasks single-handedly, including analytics and reporting.
Results:
The campaign achieved a 507% ROI, driven by the following results:
157K reach across 3 awareness campaigns (cost per result: $1.91): By selecting vibrant imagery of younger participants and pairing it with animated elements, the campaigns grabbed attention and expanded awareness to new demographics, including men and younger age groups.
1K link clicks across 3 traffic campaigns (cost per result: $0.39): Engaging calls-to-action paired with motion graphics encouraged audiences to click and learn more, leading to high engagement at a low cost.
27 registrations from 2 sales campaigns (cost per result: $7.41): Strategic urgency messaging (e.g., "Price Increases on Sunday!") coupled with consistent branding converted interest into action, contributing to a sold-out event.
Overall, the ads garnered 265.5K impressions and 4.8K engagements, with 59.3% of conversions coming from the target 25-44 age group. This demonstrated the campaign’s success in attracting a broader, younger audience while maintaining strong engagement with the existing demographic.
