Using the allocated Social Media time, we executed a successful organic content strategy, which was also supported with paid elements. This ensured we generated a cost-effective CPA. We used Facebook, Instagram and Twitter on both a paid and organic basis, utilising every feature available to us, which included the promotion of video content and canvas adverts.

With PPC, we were able to target those who have shown relevant intent by searching for certain terms in search engines, predominately surrounding local running clubs. Through this, we made recommendations that the website be edited in certain ways, which led to conversions increasing dramatically overnight.

With both channels, competitor analysis played a big role, as we could learn from established rivals what was going to work best. This accelerated our learning process early on, which is part of the reason we were able to so quickly hit our targets.