About Saudi Cup

As a Post-covid event, The Saudi Cup was a much-awaited event but a challenge at the same time as it was one of the early events that were launched. The objective is to sell tickets and to reinforce the event in the minds of the local and regional community

Target Audience

Local and global horseback riding enthusiasts

Strategy

Planning with a bottom-up approach. From Tickets sales estimated cost to the number of clicks and impressions required (regressive thinking)

Tracking direct ticket sales & Tickets sales through the integrated platform

Communicating Hard Core ticket sales along with the Awareness campaign, following a nonlinear communication approach

Testing 2 Landing pages and optimizing towards the best performing one by assessing the conversion rates

After a Week of Learning, we started Optimizing Visuals, channels and location targeting (Regional VS KSA; Riyadh VS Rest of KSA) by focusing on the ones with the highest conversion rates

Results

Full ticket sales and oversold event.

VIP tickets sold out from Week2.

Around 15,000 transactions generating around 3 tickets sales per transaction generated mainly from Google Search as a best performing channel, followed by Twitter then TikTok