Santander Presale: MexicoGP 2022, Sponsorship & Campaign
// THE_CHALLENGE
Orchestrating a high-stakes ticket presale in collaboration with a major national financial institution demanded absolute commercial precision. The objective was to deploy a substantial digital media budget to drive immediate purchasing urgency and liquidate inventory within a highly compressed early-access window. A critical hurdle was penetrating a mature first-party database of 780,000 contacts, overcoming standard email fatigue to achieve the exceptional engagement rates required to drive mass conversions alongside our paid media efforts.
// STRATEGY & EXECUTION
Operating at the nexus of high-level brand partnership and granular digital execution, I directed a comprehensive, full-funnel acquisition strategy.
I oversaw the heavyweight paid media deployment, meticulously crafting dynamic social creatives—specifically a robust series of targeted Facebook Ads (FBA)—adapted to capture high-intent audiences scrolling their feeds. Concurrently, I engineered a highly targeted email marketing sequence deployed to our 780,000-strong database. By systematically optimising visual hierarchy, subject lines, and delivery architecture, the email campaign achieved an outstanding open rate of over 38%—significantly outperforming industry benchmarks. This seamless integration of high-impact paid social media and precision direct marketing drove immense commercial velocity, resulting in the successful sale of over 52,000 tickets exclusively during the Banorte presale phase.