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.

CREATIVE EXPANSION

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

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.

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

WHAT WE DOWORKCAREERSCONTACTBLOG
WHAT WE DOWORKCAREERSCONTACTINSIGHT

WOODBINE QUEEN'S PLATE

Data-Driven Ticket Sales

Background

70,000+

SITE VISITORS

AUDIENCE PERSONAS

9

CREATIVE VARIANTS

1,358

NEW LANDING PAGES

7

Solution

DECREASE IN CPA (Year-Over-Year)

64%

TICKET SALES

3,000+

INCREASE IN CONVERSION RATE
(Year-Over-Year)

216%

1. INSIGHT

The audience personas were re-evaluated and reformed to include the highest converting demographics and psychographics. 8 personas were developed, centered around personality traits and interests such as "Fashion Philanthropists" and "Saddle Enthusiasts".

2. CREATIVE

Through extensive experimentation, 5 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. EXECUTE

Leaning on past data, the Triangles system eliminated one channel from the mix and centralized focus on 5 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.

Looking Ahead

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.  

SEE ROI BREAKTHROUGHS IN OTHER INDUSTRIES

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

INCREASE IN ROAS (Year-Over-Year)

137%

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: 

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:

Founded in 1860, The Queen’s Plate is the oldest continuing thoroughbred horse race to run in Canada. 

The Queen's Plate garners an attendance of over 35,000 people annually as the  first leg of the Canadian Triple Crown.

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.