IM Lounge / Pleinvrees On Tour: Data-driven local event campaigns
Pleinvrees On Tour: Data-driven local event campaigns
› Project description:
With gear in hand, Pleinvrees travels all over the country: With shows in Nijmegen, Groningen, Utrecht and ultimately their home base in Amsterdam, On Tour offers a line-up that is not often seen.
› Campaign: Selling out the events › Media objective: Large-scale reach among the target group with the aim of as much ticket sales as possible
› Media strategy:
Stronger together. That is the mentality from which we organized this project.
By arranging access to the target groups of collaborating artists and music venues and combining these with the Pleinvrees page engagers, we ensured high quality data-driventarget groups. We segmented these by geolocation and age audiences with tailored messaging by city.
To build engagement, we set up post promotions based on engagement and reach. Can be seen on the timeline of the partner target groups just mentioned, but also with users with affinities (lifestyle, music) who were recently at one of the colleges or universities. At the same time, we built target groups through event-response campaigns. Users with interests that you don’t often encounter at Pleinvrees parties (such as MMORPGs) were excluded, as were people who had already bought a ticket.
The events ran like clockwork with one exception; Online ticket sales in Utrecht were not as fast as expected. The number of visitors to the ticket shop was high, the engagement with the event and the messages was high, but we were about 25% behind the target. By redistributing the budget, switching between promotions, extra (offline) placements and copy and the use of new, exciting creatives, we increased awareness among broad target groups.
› The end result was three overcrowded evenings, two of which were completely sold out and the third we received comments about a room that was too crowded. The result of the fourth event was also world class, but unfortunately not positive: the party was canceled due to the corona pandemic.
Analytics, Display Advertising, E-commerce, Project Management, Search Engine Advertising (SEA), Search Engine Optimization (SEO), Social Media Advertising, Banner Creation
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