[JUDGING] Cobh GAA
Section: Best Multiplatform Campaign - Paid
Organisation Name: Cobh GAA
Campaign Questions
Name Of Brand Client
Cobh GAA
Campaign Name
Win A House In Cobh
Personpeople Who Led This Campaign
Colm Hanratty
Do You Use Alt Text In Your Images And Caption Your Videos
Videos were captioned
What Objective For Campaign
The objective was simple. Sell as many tickets as possible and raise as much money as possible for Cobh GAA.
Sixtwo Digital was tasked with turning a local club fundraiser into a national campaign, using paid social to build awareness and demand for the draw across every county in Ireland as well as Cork. The prize on offer was a brand new, three-bedroom house in the town. This gave the club an extremely strong hook, but converting that interest into ticket sales required sustained paid reach over a very long window.
The campaign needed to hold attention and keep converting for eight months without losing pace, then push hard in the closing weeks to convert lingering interest into final ticket sales before the draw itself. We achieved this as the campaign raised €1.6 million.
Outline Your Strategy For This Campaign
Rather than run one national campaign, paid media was split into regional ad sets covering Cork, Dublin, Leinster, Munster outside Cork and Connacht, plus a standing retargeting set. Each region had its own budget that was managed throughout the campaign to give us the strongest results. This was determined by ROI, population and more.
Creative was tested and rotated rather than left to run on a single ad. The mix combined static shots of the house, video cut to different lengths and a run of countdown style videos filmed inside the house and fronted by real Cobh locals as well as local influencers, to keep the tone homegrown. Landmark shots of Cobh's cathedral and harbour were cut in too, selling the town as much as the house. The late broadcaster Hugh Wallace and boxer Callum Walsh lent their profile to selected creative, extending reach beyond the club's own network. Sonia O'Sullivan also featured.
Offers and ad copy were refreshed on a rolling basis around GAA fixtures, Christmas, Black Friday and retail partner prizes to avoid fatigue over such a long run. TikTok was added as a fourth platform in the final fortnight.
In the closing weeks budget was pushed hard to capitalise on FOMO as the draw neared and ad copy was rewritten around urgency, final tickets and final days messaging, to convert hesitant buyers before the window closed.
What Were The Outcomes For This Campaign Metrics Next Question
Win a House in Cobh became the most successful house draw run by a single GAA club in Ireland by gross funds raised, according to Cobh GAA's own figures, generating €1.6 million from approximately 43,000 tickets sold.
Paid media kept the campaign moving for the entire run without a dip in interest and pulled in a national audience rather than a Cork-only one, with every regional ad set carrying meaningful volume throughout.
The FOMO led budget push and urgency focused ad copy in the final weeks produced a clear late surge in activity as the draw approached and the late addition of TikTok opened up a further pocket of buyers the other platforms had not fully reached. Between them, these final moves helped close out the campaign on its strongest footing rather than letting momentum fade before the draw.
What Are Your Metrics For This Campaign Real Metrics Please
Across the tracked paid window, Win a House in Cobh delivered 2.4 million in reach, 28.8 million impressions and 242,709 clicks, converting into 18,781 online transactions and €1.41 million in attributed funds raised. Blended ROAS landed at a strong 8.19x ex VAT, or 6.66x including VAT. Every €1 of ad spend returned over €8 before tax, a return most commercial campaigns would envy.
Meta carried the volume...
- Reach of 1.98 million people
- 201,572 clicks
- 16,299 transactions
- €1.23 million raised at a 7.65x ROAS
Google did more with less, converting at the highest rate of any channel at 5.43% CTR from 36,178 clicks and returning €187,946 at an 18.04x ROAS.
TikTok is the standout of the campaign. Brought in for only the final fortnight, it still returned 663 conversions and €50,205 raised at a 25.02x ROAS, the best return of any platform across the entire run.
On site, paid social drove the largest volume of qualified traffic at over 117,550 users, the engine behind the campaign's national awareness, while paid search converted at more than double the site wide average, 10.2% versus 5.0%, proof both platforms were pulling their weight in very different ways.
Is There Anything Else You Want To Add Be Brief
TikTok joined with two weeks left and still outperformed every other platform on ROAS. That single fact says everything about how this campaign was run. Not just carefully planned from the outset, but actively managed and adjusted right up to the end to generate as much as possible out of the closing weeks.
