The goal was ultimately to transform a brilliant idea into a tangible result through an inspiring brand, engaging content, a conversion optimised website and targeted digital strategy across multiple touch points. Little BIG DASH had to drive registrations, but also empower an active community by encouraging exercise as a fun family day out!
Buoyed by the performance of the Weet-Bix Kids TRYathlon, Sanitarium wanted to create a more family oriented community event that focused on fun, with less of an emphasis on achievement. Little BIG DASH is a more experiential, family focused day, full of colour, fun and laughs – encouraging community participation by disguising exercise as fun!
Experiential events have seen a considerable rise in popularity and have a strong position within the community psyche. We used this positive association, as well as our bright, positive branding, to build strong awareness and engagement online, which ultimately fuelled our primary objective – to drive mass participation to the event through digital conversions.
How we did it
Ideation around the naming and brand personality was the natural starting point. The juxtaposition of the name, combined with the fun colours and symbolisation of the parent and children’s hand print captures what the event is all about and garners attention online.
The branding provided a solid foundation to make Little BIG DASH a success; combined with the website and conversion-centric landing pages, we had all the artillery we needed to generate large numbers through the site. We used a number of digital channels to drive the traffic including Facebook, Google Display Network, YouTube and eDM.
We love the instant access to data that digital marketing provides and applied our data driven approach to this campaign – consistently scrutinising the numbers to deliver key insights, refine our targeting and test the efficiency of our content to drive the optimal result.
This test and learn mantra powered the campaign, allowing us to optimise our ad targeting and messaging through the various stages in the purchasing funnel to really drive the best result/conversions. We built a loyal following on Facebook and Instagram, with Facebook and our eDM sequences acting as the primary conversion driver, and the secondary channels providing supporting messages and remarketing.
The best part? We had just as much fun doing it as the participants did at the event!
With 1,000 participants at the pilot event just eight weeks after inception in 2014, Little BIG DASH took off in 2015 – achieving sell out events in Brisbane and Sydney. Brisbane achieved incredible growth of over 350% YOY, while Sydney finished 137% over target and, at 7,100 participants, was Sanitarium’s single biggest event ever.
Fast forward to present day and Little BIG DASH has expanded to an additional city in each of the first three years and is now permanent fixtures on the annual calendar in Brisbane, Sydney and Melbourne with new locations still on the horizon.