Introduction
Hell & Back is one of Ireland’s most challenging and exhilarating adventure events, attracting thousands of participants every year. Known for its demanding obstacle courses and rugged landscapes, Hell & Back offers a range of events, including the flagship 10K course, as well as specialised events for families, juniors, and teens. With its reputation as one of the most iconic and physically demanding events in Ireland, Hell & Back draws participants looking to push their limits in a fun, supportive environment.
Approach
We tailored our strategy to suit the nature of each event, focusing on both brand awareness and direct sales conversion.
Website optimisation
We ensured the Hell & Back website was user-friendly and optimised for ticket purchases, making it easy for potential participants to find information and convert.
Targeted advertising
For new events, we launched brand awareness campaigns using video ads to generate interest. For established events, we ran sales campaigns focused on driving ticket purchases. We adapted the budget in real-time based on campaign performance to maximise sales without exceeding the allocated budget.
Refined audience targeting & retargeting
We tailored our targeting to reach both general participants and specific groups for specialised events, such as Junior, Family, and Teen events. Retargeting strategies allowed us to reach potential customers who had interacted with the Hell & Back website or social media but hadn’t completed their purchase, ultimately increasing conversion rates.
Continuous optimisation
Through ongoing performance tracking, we continually optimised ad creatives and campaign strategies, ensuring high engagement and sales across all event types.
Results & impact
Our targeted approach and continuous optimisation led to exceptional outcomes:
ROAS
We achieved a minimum ROAS of 7 to 10+, surpassing industry benchmarks significantly (with a standard ROAS of 3 being considered strong).
Ticket sales
Our campaigns successfully reached thousands of potential participants, resulting in increased ticket sales across both general and specialised events.
Optimised campaigns:
By testing various ad formats, including video ads, customer testimonials, and dynamic creatives, we maximised engagement and ensured the most effective strategies were scaled.
Hell & Back was extremely satisfied with the results, which highlighted the power of a data-driven, flexible advertising approach that focused on optimising performance at every step.