Wednesday 15th November 2017
In less than three months, the collaboration between Human Race and WePlay is producing outstanding results that are already exceeding year-on-year targets.
After a competitive pitch process, Human Race (owned by ASO; owners of the Tour de France), the UK’s largest organiser of cycling, triathlon and running events, has appointed award-winning digital marketing agency, WePlay to help drive participant registrations across their event portfolio for the next twelve months.
The collaboration commenced in September and in less than three months, Human Race are already seeing improved results with entry registrations for the Cancer Research UK London Winter Run 50% up on the 2017 event and looking like it will sell out fast.
WePlay are also delivering equivalent success across Human Race’s other events, which include the Asics Greater Manchester Marathon, the prestigious cycling event L’Etape Wales and 8 other UK long-distance running, cycling and triathlon events.
Alongside the impressive surge in registrations, WePlay have also taken steps to ensure that Human Race’s campaigns perform more efficiently across integrated digital channels. By constantly optimising each campaign, WePlay have managed to cut the costs per new race entry acquisition by 50% year on year. After getting off to a running start, WePlay are looking to continue exceeding targets throughout their partnership with Human Race.
Luca Massaro, Chief Executive of WePlay, comments: ‘We are thrilled to have the opportunity to work with Human Race to expand their presence in the UK. The results we are seeing so far are fantastic and reflect what WePlay always strives to achieve: delivering effective and efficient digital marketing campaigns that drive tangible results and returns for our clients.
Nick Rusling, CEO of Human Race Group Ltd, added: ‘When appointing a company to manage our digital marketing, it was essential that we had an innovative agency on board who respond with enthusiasm to the ambitious targets we are working towards. We are delighted with the results that WePlay have delivered so far and we are greatly looking forward to working together on the exciting campaigns that we have planned over the next twelve months’.
WePlay’s achievements with Human Race follow a successful summer for the agency, which has seen them implement high-performing campaigns for FC Barcelona, Rugby Football League, IRONMAN and England Hockey. Their work has been recognised by the Football Business Awards, where this year WePlay won the award for ‘Agency of the Year’