Growing competition revenue to 7 figures.

In the past the team had been scaling via the Meta and Google Ads channels. We set about analysing past performance to understand what to do more of and what to do less of.

It was clear that Google and Meta were the integral marketing channels for online ticket sales. So the focus was optimising them for maximum efficiency and finding additional efficiencies.

We started a creative concepting phase for Meta based on a few key angles: Aspirational Home content, Founder content as well as Past Winner and Press content. These four content pillars were what we based all our creatives on.

Our set-up was a mixture of standard conversion campaigns as well as Advantage+ targeting. This gave us a broad audience to target and let the creative do the lifting of finding the right audience. Overall Meta ROAS was above 3x exceeding expectations of the team from TRWP.

We could see that the overall ROAS in Meta went up by 1 full point to 2.8x for cold traffic campaigns. Despite a 30% lower spend we were able to drive a small increase in revenue from the channel.

For Google there was some existing search data that showed potential in Search only campaigns but we identified that the real opportunity on Google was YouTube. This is due to the nature of the model and the founder content resonating well on the platform.

We were able to find very strong content angles using the Founder content and drive ROAS in excess of 2x with several creatives on YT.

In the campaign mix we could see that YT was by far the most scalable channel on Google which is why we decided to invest more into it. We could see in Post-purchase surveys that this drove incremental sales from YouTube.

We also found some scale in Performance Max campaigns that run across Search, YouTube and Display. There was also strong efficiency in Broad Keywords that targeted any keywords relating to House Raffle, Winning a Home and Property Competitions.

Overall compared to the Summer competition we were able to drive an 80% uplift in revenue with only a 40% increase in spend on Google Ads.

Shopify Results for the competition were slightly below expectations with the team driving 990k in revenue for the Q4 competition. However there was a marginal miss on revenue, essentially achieving the goal of getting to 1mn GBP.