A data-driven follow-up that nearly doubled the prior year’s registrations while sharply cutting acquisition cost.
What did iMetric do for the Riyadh Marathon? iMetric used the previous year’s campaign insights and database to design an optimised media plan — custom and lookalike audiences, FOMO-led communication and channel/creative optimisation focused on Riyadh — driving 33,786 registrations at a 69% lower cost per lead year on year.
The challenge
Double the previous year’s registrations to reach 40,000 for the Riyadh Marathon, focusing on Riyadh runners, sports lovers, youth and families.
What iMetric did
iMetric built an optimised plan on 2024 performance insights and the registrant database, creating custom and lookalike audiences, tailoring communication per segment from generic to FOMO, and pausing fully booked tracks to focus budget on the best-performing channels and creatives.
The outcome
- 33,786 registrations — directly attributed, up from the prior year
- −69% cost per lead — year on year
- 17.16% conversion rate — up from 2.14% the year before
Services used
See more of iMetric’s work in our portfolio.
