The rugby tournament Canada Sevens needed to sell $3.4 million in tickets in 4 months. They brought on Hawke’s paid media team to make it happen.
Overview
Canada Sevens is a three-day indoor rugby tournament in Vancouver. They teamed up with Hawke Media’s paid search and social teams in late December to move as many tickets as possible before the tournament started on March 3.
- Channel audit directed which social media platforms to advertise on.
- Various messages were tested on paid search to appeal to buyers outside their standard customer base.
PAID SEARCH
Hawke Media’s approach to paid search was to advertise to as broad a swatch of people and keywords as possible, and then narrow the focus as demographic information rolled in. This meant traditional AdWords campaigns, PMX campaigns, YouTube campaigns, and hotel discovery campaigns for travelers.
Hawke generated over 3 million impressions and a cost per click of only $1.
PAID SOCIAL
The team focused on TikTok and SnapChat for the Canada Sevens video advertisements. It was clear during A/B testing that creating a sense of urgency helped move tickets and lower the cost per outbound click. The top creative assets were videos announcing when tickets were 90% and then 95% sold out.
Hawke generated over 1.5 million impressions with a cost per click less than $1 on both platforms.
Results
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SEARCH CONVERSION
0%
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TIKTOK CPC
$0
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SNAPCHAT CPC
$0%