With 43,000+ runners each year, the Vancouver Sun Run is Canada's largest road race.
We have been their digital agency for several years — delivering interested runners to the registration site, responding to fans and runners on social media, and keeping the channels active every day with compelling shareable content.
“Hiring engageQ to manage our social media channels was the best decision we made.
Within days of them working on our account, we were seeing spikes in visibility and engagement.
We loved the direct access we had with their team: direct phone numbers and emails responded to in minutes.”
Facebook Ads ROI
Average Race-Day Response Time (minutes)
People Sent to Registration Page
A Record-Setting 27x ROI on Advertising
For every $1 the Vancouver Sun Run gave us to spend on social advertising…
…we returned $27.54 in real revenue.
How do we know? Because we're data nerds. We track everything. We spend our client's money like our own.
PHASE 1: We began with three “early bird” campaigns targeting both past runners and designed to attract people who might be interested in trying the Run out. All visits were logged for future retargeting.
PHASE 2: Mid-campaign, we launched a program specifically to bring more people into the side programs like Corporate and Youth.
PHASE 3: Finally, our “late registration” push targeted people who had been to the Sun Run web site but had not yet registered.
This strategy produced a record-setting performance on ROI.
What We Did
We engaged directly with fans on the Sun Run's social media channels, answered their questions, and gave the Race team space to do their other work. On race-day, our response time was under three minutes.
Increased Fan Base
Using a combination of branded and sponsored content, we dramatically increased the follower count of the Sun Run's social channels — in the case of Instagram, a 31% jump in the number of fans in the week prior to the Run alone.
Using highly targeted ad and organic content campaigns, we delivered thousands of people to the run registration site, fully tracked their purchases, and reported ROI (which was more than 27x spend!).
Full Digital Audit
As with all our clients, we began with an extensive review of the Sun Run's existing state of social channels, determining the strongest types of content, times of day, and frequency.
We deployed a series of conversion-tracked social ads, targeting past runners, site visitors, and people likely to enjoy the Sun Run. We managed these campaigns, pausing underperforming ads, and rotating creatives to avoid ad fatigue.
Full Contest Support
We managed more than a dozen different contests and giveaways in the social channels, supported by promoted posts, and tracked each winner's information.
What They Said
Of course, we're thrilled when the client is happy. But what we get just as excited about is the response from their fans on social media. During race-day — with 43,000+ runners, we responded to tweets and comments within three minutes on average. Here are some of the nice things people said on race day. 🙂