Colour Run's aim was to push its business potential and that is exactly what the UAE based company managed to do. A social media campaign was created to target young people and families within the UAE with an interest in outdoor event as well as previous attendees and website visitors. The company used audience insights from the previous year's campaign to determine that a majority of the attendees were last-minute decision makes who purchased tickets close to the race date. Using this information, a carousel Facebook advertisement was created using eye-catching images and videos and a click-through link was included to build up initial awareness and drive traffic to the official website. According to audience insights, it was evident that videos had almost 6 times higher engagement than image posts so the company focused on creating more video content.
As a result of this social media campaign, ticket sales doubled and the event became the largest in the Middle East to date winning Best Amateur Event at the annual sports industry.
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