The brief

A highlight of the Irish summer festival calendar, The Galway Races welcomes over 150,000 punters from Ireland and across the globe every year to revel in a week-long event of horse racing, entertainment, food and fashion as well as experiencing some great Irish craic.

In close collaboration with their offline advertising partner Focus Advertising, Tinderpoint were tasked with managing the event’s paid social media and PPC campaigns in the five weeks leading up to the summer festival to help maximise ticket sales and footfall.

What we did

For our 2018 paid social media campaigns, we extended our advertising formats to utilise an abundance of features on Facebook, Instagram and Twitter.

For Facebook and Instagram, we implemented a variety of ad formats using a wide range of copy and creatives to include video, carousel, canvas, static image, in-stream video, in-stream Facebook Audience Network, and Stories ads. Remarketing campaigns were then set up for the most engaged users on each social media platform. On Twitter, we ran the video and remarketing ad campaigns using a mix of audiences, copy and hashtags.

Due to the short-lived nature of the campaign, extensive daily results monitoring and analysis of campaign performance was essential in ensuring its success. And the hard work certainly paid off.