The Annual Auction

We amplified traffic to the online auction which raised funds to provide youth with affordable golf.

01. BACKGROUND AND objective

Youth on Course provides youth with access to life-changing opportunities through golf. 45,000+ youth members have access to 900 golf courses across the nation for $5 or less. Funds raised through the Youth On Course Annual Auction support the majority of programs for the entirety of the year. The Auction includes some of the most exclusive golf and travel packages, typically not made available to the public.

In previous years, the auction fell short of reaching its goals. By adding Paid Social support, our goal was to reach new, qualified audiences, and reach a new goal of raising $150,000.

SUBJECT

CLIENT

Youth On Course

SERVICES

Paid Social

45%

Increase in funds raised since the previous auction.

$17k

Additional funds raised beyond original goal.

02. strategy

In order to reach our goals, we wanted to target bidders and audiences from past auctions, while reaching new audiences with similar attributes. We leveraged audience data from previous auctions to identify key lifestyle attributes and demographic indicators for targeting. We were also able to leverage data insights from Billy Casper Golf's database of over 1.8 million active golfers nationwide to direct our strategy.

The campaign was so successful that the advertising budget for next year's auction has been increased by 300%.

03. ACTIVATION

Campaign ideation

Our PR and Digital teams worked closely with the Youth On Course marketing team to establish KPIs, messaging, creative concepts and budgets.

campaign management

Our digital team managed the entire campaign process, including creative development, daily campaign optimization, budget monitoring and more.

reporting

During the entirety of the campaign, our digital team reported on account performance, including best-performing audiences, messages, images and videos.

04. results

Our campaign was a testament to the power of paid social advertising. Facebook and Instagram are a cost-efficient medium to reach your target audience with engaging content. With a spend of less than $2,750, we were able to reach over 146,000 qualified golfers and leisure enthusiasts, and capture 7,292 clicks to the auction site. 2018's auction raised $167,000, surpassing the goal of $150,000. Youth On Course has increased the advertising budget for next year's auction by nearly 300%.