IM Lounge / By The Creek Festival: A case about a sold out festival
By The Creek Festival: A case about a sold out festival
› Project description:
By The Creek: Where Life Is Better. Four of the biggest parties from three different genres (house, techno and R&B/hip-hop) together create a diverse and extravagant festival. where nature and people come together: dance by the water, on the meadows or to the industrial vibe under the concrete bridge.
› Campaign: Selling out By The Creek Festival › Media objective: large-scale reach among a younger target group, website visitors who showed intent and ticket sales via advertisements at a fixed CPA
› Media strategy:
Rejuvenate the target group and sell out, according to the briefing. Campaign phases were divided into 4 phases: Awareness, Engagement, Consideration, (with an intermediate phase: Reminder) and Conversion. We set up separate campaigns, budgets and objectives for each campaign phase. Creatives were matched to each phase where possible.
We divided target groups into four segments: decision-makers (that one friend who takes the whole group to a festival), engagers from By The Creek’s website/social pages and partners, music lovers (including fans of artists) and lookalikes of ticket buyers with a lower price tag. age targeting.
Because the target group from outside Utrecht was still little familiar with the festival, we also drew up a national Search strategy, in which searches for artists from the line-up appealed to competitors and visitors to summer festivals. We made a website list with 30+ qualitative placements in the musical and festival area, such as partyflock.nl and residentadvisor.net.
Each campaign was introduced with the most prominent techniques (optimization on a ROI basis, maximum bids per conversion). The cooperation campaign with the famous “Ben sandwich” gives the campaigns extra power.
› Cards flew over the counter like hotcakes. Ticket levels sold out early and the festival itself was sold out days before the launch. More than one in three tickets were sold through advertisements › Moreover, the strategy turned out to be a great success: in addition to the early sell-out, it resulted in no less than 65% more transactions than in previous years, with an average of 2 tickets per transaction › During our on-location market research, we saw the magic at work: the industrial bridge sheltered the techno audience, top artists such as Bizzey conquered a castle stage over twenty meters high and house melodies brought harmony to the nature of the cashier. This festival is a feast for the eyes and the ears at the same time.
Analytics, Display Advertising, Project Management, Search Engine Advertising (SEA), Social Media Advertising, Website Optimization
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