Campaigns FEI-Longines Jumping World Cup North American League
The Fédération Equestre Internationale (FEI), in partnership with its main sponsor Longines, organizes a series of competitions each year in North America (United States, Canada, Mexico) within a championship called LONGINES FEI JUMPING WORLD CUP NORTH AMERICAN LEAGUE.
Goals and proposed solutions
As part of this championship, the FEI and Longines have several objectives to fulfill: bring as many people as possible to each of the 14 competitions spread over the 3 countries (increase the number of tickets sold), generate notoriety around these events and finally generate social engagement (likes, shares, comments, etc.).
In order to be able to meet these three objectives simultaneously, BeOnPerf proposed to the FEI and Longines to set up a very sophisticated programmatic campaign system associating several media (display ROS, social networks, DOOH) coupled with a sharp geo-targeting, 3rd party data, look-alike and finally engagement scoring for effective targeting.
These campaigns are spread over 8 months each year and represent the primary vector of communication for the International Equestrian Federation and Longines around the North American jumping championship.
Outcomes
Every year since 2017, BeOnPerf has been the agency chosen to set up, manage and coordinate all the FEI Longines' media programmatic in North America. This system made it possible in particular to achieve the following KPIs in 2019 - 2020:
- 27 million targeted profiles
- 9% of all tickets sold online
- Average CPM: $ 0.98
- 430,000 social commitments (likes, shares, comments)
- 0.83 $ for 10 social engagements
- CPCV (Cost Per Completed View): $ 0.09