› Project description:
The familiar Amsterdam house and techno festival where 10,000 to 15,000 visitors come together every year.
› Campaign: Selling out the festival, preserving and improving the brand image
› Media objective: Attribute ticket sales to advertisements, reach among the target group in Amsterdam and large cities, lower the CPA and increase the number of website visitors by 10%
› Media strategy:
Pleinvrees has always been well attended. The collaborations with labels such as Hungry Music are also guarantees for a well-disposed audience. We wanted to capitalize on that positive mood and at the same time appeal to a new, younger target group that was not yet familiar with the festival.
Due to the continuously changing steps in the previous festivals (release dates and deadlines constantly being pushed back), we focused on a content calendar and material voucher. The most important campaign moments were determined on the basis of historical data on ticket sales and website visitors. Specific budgets and objectives were agreed upon, which were aligned with the organic content in the calendar. Most attention and budget would go to the most important moments.
To rejuvenate the target audience, we focused on new platforms (Snapchat, Youtube) and established a separate target audience of people under 23 who were interested in related lifestyle and music genres. We also arranged access to the followers of partner pages (such as artists and stage hosts) to show advertisements.
By summarizing all data in a dashboard, it was immediately clear to all parties involved which results were achieved. By superimposing this data on previous editions, it became even clearer where we could improve and what scores!
› Target visitors amply achieved
› Outdoor awareness was measured as an indirect brand effect from direct and organic search traffic, +34% and +304% respectively compared to 2018
› Because ticket sales only took place on location, we measured intent from clicks on the website buttons. 25% of all campaign visitors clicked on the Tickets (ticket prices) and/or Route (to the point of sale) button
Analytics, Display Advertising, E-commerce, Project Management, Search Engine Advertising (SEA), Social Media Advertising, Website Optimization
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