The RACE is a massive event, whoever the target audience for it is very difficult to reach. We needed to know the results of each marketing channel in each city:

1. How each visul performs with each audience.
2. Does each instrument convert well.
3. Are there any instruments that need edits or should be replaced completely.

We created excellent marketing materials that bring in great results, catch users attention. The material created 3 years ago still provides great results in every launch.

Marketing channels:

1. Contextual advertising: Yandex.Direct, Google Adwords.
2. Targeting: Instagram, Vkontakte, myTarget.

Project Team:

Each year we successfully meet the KPI’s and perfect our results.

Contextual advertising

We target users by:

1. Keywords;
2. Locations;
3. Competitors.

The audience who sees the ads are: 

• People who participated earlier.
• Look a likes of the past participants.
• People who actively use activity tracking devices.

We analyse the results of each audience, split them in small groups, remove underperforming ones and increase the efforts on the ones showing good activity.

Targeting

For social media awareness we use targeting, based on the following user characteristics:

1. Active followers of competitors.
2. Followers of 2+ groups about sports and fitness.
3. Users who are interested in sports activities in a certain city.
4. Users who follow sport related brands.
5. Look-a-like followers of the aforementioned groups.

Because of the short period of time given, we also focus on past participants and the warm audience of the race. We also retargeted the website visitors.