Rodeo 4 Life 2019

Rodeo 4 Life was an action-packed rodeo and concert event held in Wollongong in November 2019. Hosted by the Win Entertainment Centre, it saw some of Australia’s best bull riders create a star studded rodeo lineup, with country singing sensation Travis Collins headlining a concert on the night also.

Not only was it an action packed night, it was all for a great cause, with 100% of the profits on the night going straight to funding research at the RPA Transplant Institute!

The result was over $100,000 donated to the RPA Transplant Institute. How good!

It was a great privilege for us to partner with Rodeo 4 Life and Win Entertainment Centre on this campaign.

As Craft, our role was to generate awareness of the event, drive traffic through channels to inform, engage, bolster ticket sales, and also re-market to those who indicated interest to remember to purchase their tickets.

These 3 goals for the campaign were achieved through a marketing funnel with a 3 layered approach – top, middle and bottom of funnel. This concept has been explored further in our blog post The 90/10 Rule.

Here are some quick results from the campaign that directly relate to the goals that were initially set for our part of the campaign:

Awareness:

• Reached: 38,000 people in the region interested in applicable interests
• Journey: Each person who saw an ad for Rodeo 4 Life saw it on an average of 4 times each.

Engagement:

• Video: Full video views were recorded over 15,000 times
• Traffic: 3,477 people clicked the link of an advertisement to visit the ticketing page or website.

Ticket Sales:

• Return on Adspend Rate: 8.5X
• Purchase Conversion Value: $14,225