11th Hour Racing - International Awareness

11th Hour Racing Team

International Awaress Campaign

11th Hour Racing Team’s mission is to build a high-performance ocean racing team with sustainability at the core of all team operations, inspiring positive action among sailing and coastal communities, and global sports fans, to create long-lasting change for ocean health.

Four years on from when their campaign was first created, here we are. They are the first American team to have ever won The Ocean Race in its 50-year history – a title they accept proudly.

Client: 11th Hour Racing Team
Sector: International Sports Team
Website: 11thhourracingteam.org
Services: Digital Marketing Training, Social Media Marketing, Digital Media Placement, Social Media Advertising, Content Consultancy, Audience Research

We worked with 11th Hour Racing Team to develop and implement their digital strategy.

Results

"The training the Teylu team gave us, and the efficient way they then used the budget we gave them to deliver paid marketing across Google Ads and Meta Suite against KPIs was truly fantastic, it gave us more budget to deploy in other areas. As a non-profit funded sports team raising awareness of sustainability via The Ocean Race any saving we could make was dramatic at improving our impact as a cause and Teylu understand that from day one and didn't push us to spend more."

Emily Caroe, Comms Director, 11th Hour Racing Team

Average achievement on KPIs was +283.5% over target

Engaged users in 61 countries across the website and social media

Brought the project in 30% under ad budget for the organisation

Our Task

After providing training to their team around international social media strategy we were then asked to manage social media engagement strategy, reporting and digital advertising implementation to drive on the ground engagement at global events as well as grow follower bases of each sailor, and the team.

Our primary aim was simple. Massively scale up the engaged audience following the race to support the sponsorship by the 11th Hour Organisation to track engagement with the non-profits initiatives.

KPIs were based on awareness. 30m reached, 3m engagements with content, 2m full video views, audience growth 24K. We excelled those KPIs by some margin.

"Working with Emily, Amy and Harry at the 11th Hour Racing Team was an absolute blast. Together we disected what made the amazing event that is the Ocean Race interesting to a broader audience and cross polinated that with the amazing mission of the 11th Hour Team. All that insight was focused on highly optimising content for social media across YouTube, Facebook and Instagram to tell the story of the race globally to audiences in all countries the team visited. We had tough targets to meet, but our paid media campaign came in well under budget to allow the team to deploy that money elsewhere whilst still hitting impact and awareness targets for their sponsors."

Sam, Founder, Teylu and Partners

Our Solution

We researched the existing digital audience, and worked up 7x international customer profiles based on the event course. We then identified groups of audiences in each region with similar sporting and technology interests that could relate to sailing, sustainability and the sailors themselves.

We guided the sailing teams content and marketing team on creative needed to tell the stories based on continual testing in each region to global audiences to deliver a robust growth campaign for the brand.

This resulted in the client redeploying 30% of their budget in other areas as we achieved above target, under budget.

We drove +80K in engaged audience growth, 6.4m engagements with content, 41m video views, 81m people reached.

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