Audience-First Approach vs. Lead Gen for F1 Miami Grand Prix

Situation

For the first time since 1926,  the Grand Prix title has been given to a race held in the city of Miami. Due to the limited awareness of the sport and event in the city, Miami Grand Prix wanted to generate early leads for the 2022 event before announcing the actual date of the event. Given that we are an audience-first company – which focuses on omni-channel strategies – our goal was to be able to sell out all available tickets from generated lead interest as soon as the date was announced.

Objective

• Generate qualified leads from social media campaigns that could be followed up by the internal sales team in order to generate deposits and sell out Luxury Suites by the time the date of the event was announced.
• Increase awareness and opportunities of the general event to increase incremental sales of general admission tickets. 

Implementation + Messaging

Using our personalized and data-driven approach Audience First Approach we began to identify the signals and segments that make up the ideal target audience segments for consumers that would be interested in the Luxury Suites for the Miami Grand Prix. By identifying the actions, interests, and behaviors of these consumers in conjunction with signals based on the consumer’s behavior and characteristics – such as attending or having interest in other high profile events in the local market – we can define strategic data-based audience segments. For this campaign we identified that our core audiences were consumers with signals and segments of  racing interests,Formula 1 interest and top racers (lewis hamilton, max verstappen, etc., while having a top 10-20% HHI in the targeted markets. 

Once our core audiences were defined, Net Conversion deployed several lead gen campaigns in paid social channels, utilizing Facebook’s lead form ad type to capture demand for the 2022 F1 Miami Grand Prix. Messaging focused on “Bringing F1 to Miami” and showcasing the drivers from the best teams in F1. Net Conversion targeted both US consumers and International consumers to drive leads hand in hand with setting live amplification pulse media strategies during the 2021 race weekends to convert repeat Gran Prix consumers for the 2022 event.

Results

Over the course of the social campaign, Net Conversion was able to drive over 90k leads and $170k in deposit revenue, while maintaining a CPL of $1.51. The majority of leads came from the local market in Florida – the core audience being top 10% HHI audience, while the other most efficient markets were Mexico & Colombia.