January 28, 2026
Cellula HRX Pink Marathon | Performance Marketing Case Study
CLIENT OVERVIEW
Cellula HRX Pink Marathon is a nationwide fitness initiative aimed at promoting health, wellness, and community participation through marathon events hosted across multiple Indian cities.
To drive large-scale participation and registrations across locations, the brand partnered with Social Sherpa to execute a high-performance, city-focused Meta Ads campaign.
Campaign Period: April 2024 – May 2024
Platform: Meta Ads (Facebook & Instagram)
WHAT WE DID
We designed and executed a city-wise performance marketing strategy focused on registrations, reach, and cost efficiency.
Strategy & Execution Highlights:
- Hyper-local targeting for each marathon city
- Audience segmentation based on fitness, sports, and lifestyle interests
- Retargeting of engaged users and past event audiences
- City-specific creatives to increase relevance and connect locally
- Strong, value-driven messaging with a clear "Register Now" CTA
- Continuous optimisation to scale results while maintaining low cost per registration
Campaign Duration:
Ads ran between 18 March 2024 - 15 May 2024, with performance analysis focused on April-May results.
WHAT WE ACHIEVED
Consolidated Results (All Cities):
- 683 Total Marathon registrations
- 1,070,576+ People reached
- 3,399,783+ Impressions
- Total ad spend: ₹1,35,758.37
- Cost per registration: ₹198.76
Revenue & ROI Impact:
- Estimated revenue generated: ₹1,000 x 683 registrations = ₹6,83,000
- ROAS: 5.03X
For every ₹1 spent on ads, the campaign generated ₹5.03 in value, making it a highly profitable and scalable event-led performance campaign.
Key Takeaways:
- Nationwide visibility over 1 million reach
- High-intent registrations at a sub-₹200 CPR
- Strong proof of Meta Ads effectiveness for event participation & lead-driven campaigns
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Rushi is living the cliche of being an engineer-turned-writer. He breathes communication. He loves to see the power of words, especially when they make a difference to our clients and their consumers. He's a passionate Manchester United Fan and it would be in your best interests to not discuss politics with him because he can't stop, and he won't stop.
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