Roscommon Community Athletics Track Social Media Campaign Case Study

• €27,498.56 Total Ad Spend
• €119,061.59 Website Purchase Revenue
• 2,638 Website Ticket Purchases
• 4.32 Return on Ad Spend (ROAS)

Client & Campaign Context

Roscommon Community Athletics Track (RCAT) is a community-led initiative working to deliver Roscommon’s first competition-standard athletics facility an 8-lane, 400m, all-weather rubberised track open to the entire community.

To drive this fundraising, RCAT launched a draw offering two headline prizes: a Garden Room and a Kitchen. Go Click Media was asked to plan and execute the full paid social advertising campaign, with one clear objective: sell tickets online at scale.

The Objective

The brief was critical and the window was tight. RCAT needed to convert community goodwill into online ticket purchases fast. One draw. Two prizes. A fixed deadline. No second chance.

The campaign had to work from day one. Every week of the 5-month window had to pull its weight. Late starts, slow optimisation, or misdirected spend were not options the draw date was immovable and the fundraising target was real.

Go Click Media’s remit was clear: build, launch and manage a paid social campaign that would drive maximum ticket sales volume within a defined budget, before the window closed.

What Go Click Media Delivered

1. Campaign Strategy & Audience Architecture

• Full paid social campaign strategy built specifically for community-sports fundraising
  
• Audience segmentation across local Roscommon and national Irish sports fans and supporters
  
• Multi-phase targeting: broad awareness through to retargeted warm audiences as the draw date closed in
  
• Ongoing bid management, budget pacing and audience refresh across the full campaign window
  Mid-campaign reallocation toward highest-performing ad sets based on data

2. Creative Strategy, Ad Management & Influencer Deployment

• Strategic creative guidance provided to RCAT directing formats, messaging angles and placement requirements
  
• Full ad account management handled by Go Click Media setup, trafficking, scheduling and live monitoring
  
• 8 influencers and ambassadors strategically deployed across placements to extend reach into national and diaspora markets
  
• Creative variants rotated and managed in-platform to sustain performance across the 5-month run

Campaign Ambassadors & Influencers

Go Click Media coordinated a diverse roster of public figures to lend credibility and reach to the campaign. The selection was deliberate a mix of Irish athletics stars, sporting legends and media personalities designed to extend reach far beyond Roscommon’s immediate community.

Full Campaign Metrics Breakdown

What the Result Means

For every €1 spent on advertising, RCAT generated €4.32 in ticket sales revenue.

The €119,061.59 raised through this campaign represents a significant contribution toward the €1.3 million required to build Roscommon’s first athletics track a facility that will serve local community groups, schools, the Special Olympics, and athletes of all ages and abilities for generations.

This is what community-focused digital fundraising looks like when the strategy, creative and media management are executed with precision.

Sports & Community Category

Community-level sports fundraising presents a specific set of challenges: limited budgets, emotionally-driven purchasing decisions, diaspora audiences, and a hard deadline. There is no buffer. The campaign has to perform from day one.

• Local and national audience segments require different creative approaches
• Trust-led influencer content is essential to drive conversion in community draws
• Urgency mechanics in the final campaign phase are the difference between average and exceptional results

RCAT’s result €119K revenue from €27.5K spend demonstrates the ceiling that is achievable for community sports organisations when paid social is managed correctly.