Honors Projects

Sarah BazellFollow

Abstract

This study investigates the effectiveness of targeted digital advertising strategies for Company X, a performance motorsports fuel brand. With the goal of optimizing engagement and improving budget allocation, four distinct ad campaigns were developed and tested on Facebook and Instagram: brand awareness, product education, dealer locator promotion, and lifestyle merchandise promotion. Each campaign was evaluated based on reach, impressions, cost per result, and conversion rates. Descriptive statistics revealed significant differences in engagement rates across campaigns, with video-based, emotionally driven ads outperforming static formats. A one-way ANOVA indicated no significant difference in reach across campaigns but confirmed significant differences in spending patterns. Multiple regression analysis found that campaign type was a major predictor of cost efficiency, with emotional and utility-driven ads resulting in lower costs per result. A positive relationship between amount spent and cost per result was also identified, suggesting diminishing marginal returns at higher spending levels. Key takeaways include the importance of aligning campaign objectives with creative strategies, prioritizing emotional branding, and targeting male audiences who demonstrated higher conversion rates. Future research should explore cross-platform performance, scalability of predictive optimization models for different motorsports businesses, and the deeper psychological impacts of community-focused storytelling. These findings provide actionable insights for motorsports marketers seeking to maximize ROI and strengthen brand loyalty in a highly competitive digital environment.

Department

Marketing

Major

Marketing

First Advisor

Steve Koppitsch

First Advisor Department

Marketing

Second Advisor

M Gabriela Sava

Second Advisor Department

Applied Statistics and Operations Research

Publication Date

Spring 4-28-2025

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