Digital acquisition for Racing Victoria’s All-Star Mile

Setting the benchmark for future campaigns.

Designing and directing the digital acquisition strategy for the inaugural All-Star Mile, a campaign where the public votes to decide which horses make the field.

IndustrySports

ServiceGrowth Marketing

Media budget$1M+

Timeframe2019, 2022–23

139,426 Public votes 7% above the 130,000 target

97.7% Conversion rate From visit to vote

$3.36 Cost per vote 16% below target

46% Votes from paid media Now the benchmark

Driving public participation in the All-Star Mile

Racing Victoria, the independent governing body of Victoria’s thoroughbred racing industry since 2001, launched the All-Star Mile, where the public votes horses into the race. With a $1,000,000+ media budget, the campaign needed to drive as many votes as possible, as efficiently as possible, against a target of 130,000.

Vote acquisition strategy and campaign delivery

I designed the digital acquisition strategy (described as an international and national first) and served as project director from conception through execution.

→Built the full paid media strategy around vote acquisition, not just reach

→Leveraged Racing Victoria’s affiliations with major sports companies and personalities

→Applied advanced optimisation techniques throughout the campaign to lower cost per vote

Votes and cost per vote

The campaign beat every target: 139,426 votes at a 97.7% conversion rate, with a cost per vote 16% below target. Paid media delivered 46% of all votes, a figure that became Racing Victoria’s benchmark for future campaigns.

“Andreas’ strategy, delivery and optimisation of the campaign was flawless and resulted in outstanding results. I believe that the sole credit for the campaign’s success was Andreas and his digital capability.”