Powering Up Participation with Nova

How Nova Boosted Event Registrations with Digital Marketing

Nova partnered with Sleeping Giant Media to awaken their marketing potential. Originally founded back in 1977 by an Olympic medallist, Nova Inspiring Events (now known as The Great Run Company) has been at the heart of some of the UK’s most iconic mass-participation sporting events. We’re talking about the Bupa Great North Run, Great CityGames, Great Swim, and loads more. These events have inspired thousands to get active, raise money for good causes, and feel part of something bigger.

THE CHALLENGE

Nova wanted to:

  • Boost sign-ups for lesser-known runs and swims
  • Build awareness and excitement for new and existing event brands
  • Deliver a high-impact social and PPC campaign for the National Lottery Anniversary Run – and fast
  • Set up a smooth system to handle community management when things got a bit technical

THE APPROACH

To help Nova reach new audiences and maximise registrations, we:

  • Launched new Facebook and Twitter channels from scratch, growing engaged followings quickly
  • Conducted analysis of historic event data to identify engaging content types and optimal post formats
  • Implemented an informed social media strategy using insights and EdgeRank knowledge
  • Developed robust escalation procedures for managing public feedback
  • Ran targeted Facebook PPC campaigns based on user interests (e.g. running, charity, specific locations)
  • Used Google Ads PPC to capture user search intent for event-related terms
  • Leveraged marketing data from past events (like the Bupa Great Women’s 10k) to guide channel selection
  • Set up advanced analytics and goal tracking to monitor registrations and optimise performance

THE CHALLENGE

Nova wanted to:

  • Boost sign-ups for lesser-known runs and swims
  • Build awareness and excitement for new and existing event brands
  • Deliver a high-impact social and PPC campaign for the National Lottery Anniversary Run – and fast
  • Set up a smooth system to handle community management when things got a bit technical

THE APPROACH

To help Nova reach new audiences and maximise registrations, we:

  • Launched new Facebook and Twitter channels from scratch, growing engaged followings quickly
  • Conducted analysis of historic event data to identify engaging content types and optimal post formats
  • Implemented an informed social media strategy using insights and EdgeRank knowledge
  • Developed robust escalation procedures for managing public feedback
  • Ran targeted Facebook PPC campaigns based on user interests (e.g. running, charity, specific locations)
  • Used Google Ads PPC to capture user search intent for event-related terms
  • Leveraged marketing data from past events (like the Bupa Great Women’s 10k) to guide channel selection
  • Set up advanced analytics and goal tracking to monitor registrations and optimise performance

The Results

Successfully built new social communities within a short time frame

Increased exposure and awareness of Nova’s events, even to new audiences

Boosted event registrations through targeted digital advertising

"Sleeping Giant Media have helped with a wide range of advice and guidance on SEO, PPC and social, helping us through the process from idea to implementation."
Eroll Chimanga

Digital Product Owner, Nova

We streamlined Nova’s feedback processes, boosting campaign efficiency and sharpening community management. Our insights also helped steer smarter marketing decisions and future strategy.

SUCCESS STARTS HERE