Our goal
To diversify event bookings and generate consistent leads through digital channels
The Challenge
Great Athletes had historically relied on traditional outreach methods to secure bookings and had never invested in digital marketing. They wanted to diversify their lead generation strategy and create another stream for bookings.
The key challenge was building an entirely new acquisition channel from scratch, while ensuring leads were both relevant (primary school teachers) and actionable for their internal team.
Our Approach
We developed a paid social strategy focused on lead generation via Meta.
- Implemented instant lead forms to capture key information from primary school teachers
- Built campaigns targeting primary school teachers based off their attributes, as majority are not self proclaiming.
- Created a location-based strategy, aligning ad delivery with athlete availability in specific regions.
- Tested localised creative strategies, including campaigns featuring region-specific athletes. A key test included a Scotland-focused campaign using a Scottish athlete to increase relevance and engagement within that market
Results
Overall Campaign Performance:
- 331 events booked via social media in 1st and 2nd term in 2025-2026. Cost per event booked: £58.46
Scotland Local Campaign Test:
- 55 events booked, Cost per event booked: £28.03
- The Scotland campaign significantly outperformed the broader campaigns, demonstrating the effectiveness of localised targeting and creative.
Summary
By introducing a targeted paid social strategy, Great Athletes successfully built a new and scalable lead generation channel. The combination of lead forms, geographic targeting, and localised creative enabled consistent event bookings at an efficient cost.
The strong performance of the Scotland campaign highlights the value of tailoring campaigns to specific regions, providing a clear opportunity for further scaling through localisation.