From scrolling to strolling.

Ramblers Scotland wanted to attract new walkers and test whether shorter, more accessible Introductory Walks could convert non-members into full members. So we built a paid social campaign designed to do one thing: turn curiosity into commitment.

The challenge

Introductory Walks were designed as an easy entry point by Ramblers. Shorter routes, less strenuous and a real taste of what joining a local Ramblers group felt like.

Our goals were clear:

• Sign up at least 28 non-members per walk
• Achieve 50% turnout from sign-ups
• Convert 25% of attendees into members
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The approach

We launched each walk four weeks ahead of its date, closing campaigns two days before. Some closed even earlier when they were fully booked.

For every location, we built:

• -Two creative variants, both static and video
• -Two copy angles
• -Three audience groups
• -Eventbrite tracking links to measure clicks and sign-ups
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Users saw the ad, clicked through to Eventbrite, signed up, attended the walk, then opted in for follow-up via the walk leader’s app. That allowed Ramblers Scotland to track full membership sign-ups properly. A simple journey with smart tracketing, which meant clear attribution.

The results

• -78% of Eventbrite spaces filled
• -56% of sign-ups came directly from paid social
• -66% average attendance rate
• -23% of attendees became members
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The year before, conversion sat at 3.9%.
-This campaign delivered 23%.

-That’s a 490% increase.

-Memberships also hit a 10-year high.

Facebook followers grew by 250 during the campaign period, a 133% uplift compared to the previous year.

And the industry noticed:

• Winner, Local Campaign of the Year, UK Paid Media Awards 2023
• Shortlisted, Best Use of Paid Social, UK Social Media Awards 2023