Challenge
Daytona Motorsport needed a video for paid digital media that would engage potential customers and increase sales. Our strategy was to convert more customers who had been introduced to the brand for the first time. The organic website traffic was improving off the back of the digital marketing work we had implemented but we wanted to reduce the number of non-converting website visitors by implementing a paid remarketing campaign.
Strategy and Idea
We came up with a communications strategy – ‘Don’t Settle for Second Best’. Reinforcing the sentiment that you get what you pay for. There are other less expensive go-kart facilities in Surrey but Daytona provides the highest performance go-karts available to the general public, so the additional price of their experiences is justifiable for customers who want to experience the ultimate thrill of an ‘Arrive & Drive’ event or ‘Open Race’.
The ‘Don’t Settle for Second Best’ video was filmed and edited by Holt Digital Marketing and used on YouTube pre-roll as part of a wider remarketing campaign. Display advertising and paid social media were also used. We showcased the incredible circuits that Daytona operates, the choice of performance go-karts available to adult drivers, as well as the thrill of competition – something that their competitors aren’t able to offer to the same standard.
The Results
We ran the remarketing campaign on YouTube, Facebook, Instagram and on the Google Partner Network and instantly saw an uplift in repeat visitors to the website… and most importantly, an uplift in sales. The campaign demonstrated the importance of video as part of a wider digital advertising campaign.