01The Challenge
Racoon Media
118 leads at £15.25 each for PadelXpo campaign
Raccoon Media Group is a high-growth media and events company that helps people live healthier, more active lives. Its content, digital platforms and live events connect consumers and professionals across sport, health and the outdoors.
Pillars
LinkedIn Outreach
Raccoon Media is a key account for StraightIn, with nine LinkedIn campaigns promoting different events and expos.
Raccoon Media runs specialist events for specific professional communities. Broad event promotion wasn’t enough to reach the right prospective attendees. The priority was senior decision-makers, from buyers and purchasing directors to owners and managing directors.
Awareness alone wouldn’t fill the venue. Raccoon Media needed outreach that explained why people should attend and encouraged them to register. Each event also had its own audience, from European running retailers to US healthcare professionals.
“We aimed to reach the right people within our target markets and create meaningful conversations around our events. Ultimately, we wanted to turn those conversations into registrations and bring more of the right people through the doors.”
Sophie Ferrier, Senior Marketing Manager, Raccoon Media Group
02What We Did
Racoon Media was to be a presence at PadelXpo, the UK’s flagship padel event.
The target audience was padel club owners and padel retailers across the UK and parts of Europe. With several campaigns running at once, a one-size-fits-all approach wouldn’t work. We tailored targeting, messaging and outreach around the audience and goals of each campaign.
For PadelXpo, that meant speaking directly to the people most likely to attend. We optimised the LinkedIn profile used for outreach and ran a hybrid campaign of connection requests, direct messages and InMails. Each month included 500 connection requests and up to 500 InMails, with leads passed straight into Raccoon Media’s CRM. We reviewed performance regularly and refined the campaign as it progressed.
03The Results
118New leads generated
33%Connection acceptance rate
25%Message-to-opportunity conversion
Between 17 June and 6 October 2026, the PadelXpo campaign generated 118 leads at an average cost of £15.25 each.
We sent 1,441 connection requests, and a third were accepted. From 468 initial messages, one in every four conversations became a lead. Those results came from just one of Raccoon Media’s nine campaigns with StraightIn. The same tailored approach now supports events across its wider portfolio and markets.
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