Teamsport Case Study

The Challenge

The Solution

CRKLR completely revised the approach to paid search and paid social through deploying a content driven approach. This was enabled through close collaboration with the Teamsport content team and a data centric approach. This was co-ordinated and continuously revised with the marketing team, using CRKLR’s data analytics capabilities to support data driven decision making. 

One central feature of our strategy was to leverage branded short form video to showcase tracks, karting highlights and the full range of products to bring the venues to life and create that FOMO moment.

This not only created highly engaging content which was optimised at an individual track level but was also game changing in terms of both brand and performance metrics.

To maximise and measure performance we created a reporting interface which enabled us to see which content types were working and feedback so these could be iterated on each month and shared across paid search, paid social and display.

Whilst Meta had provided the backbone of paid social to date, we saw an opportunity with TikTok to further leverage the great content which was a natural fit with the platform and younger audiences. 

Paid Search strategy was revised to align more closely with the business requirements at a venue level. By transitioning away from shared budgets and bidding strategies towards track level KPIs we ensure that budget could be deployed where it delivered the best incremental gains for the business. 

As Teamsport benefitted from strong organic positions locally for high intent search, we completely excluded brand terms from campaigns, including P-max and also deployed custom scripts to reduce wastage further through negative keywords, keyword optimisation and day parting as well as factoring in localised competition. 

The short form content strategy was also extended to YouTube to target the shorts format and tap into the extended reach offered here.

The Results