Filling a 100km challenge with leads that lace up

Registering for a 100km endurance event is not an impulse click: prospects need the event explained, objections answered and fundraising demystified before they commit a team of four. The campaign had to generate leads across four cities and then actually convert them into registered walkers.

An omni-channel strategy across Facebook, Google and Instagram supported Oxfam’s integrated brand activity, with user-generated content front and centre: the best Instagram Stories were real people walking sections of the trail, in short, sharp 9-to-15-second cuts. Creative implemented call-centre feedback directly, building ads that answered the exact objections agents heard on the phone, retargeting anyone who dropped off the landing pages.

Those landing pages were CRO-optimised and dynamic by state, and our Melbourne call centre rang prospective walkers after sign-up, walking them through the event, fundraising and 101 nights, in the sweet spot of 20 minutes to 2 hours after submission.

More than 500 walkers registered from paid lead generation, Melbourne leads converted at 12.54%, and the cost per sale came in 33.6% below target. Leads who spoke to an agent converted at a visibly higher rate, proving the calling layer’s worth.