TripleLift and Vodafone Beat Campaign Goals with London Marathon Audience Strategy, Proving Event-Based Media Can Drive More Than Awareness

▤ Summary

TripleLift and Vodafone reported campaign results showing that event-based advertising can drive more than awareness. The campaign used custom audience segments, premium display and instream video formats, and post-campaign brand lift measurement. Vodafone excluded existing customers and focused on net-new prospects interested in major sporting and cultural moments such as the London Marathon. The reported results included a 5x increase in purchase intent versus benchmarks and an 84% video completion rate. The article positions this campaign as a repeatable playbook for brands that want measurable performance from tentpole events.

▦ Linked Companies

TripleLift

$100M to $250M