› Project description:
The house and techno event where international legends share the stages with local heroes. STRAF_WERK has been an absolute household name among the Amsterdam nightlife crowd since 2011, although it now organizes more and more parties in other regions of the Netherlands.
› Campaign: sell out the festival with a lower limit of 17,500 tickets, rejuvenate the target group
› Media objective: in the field of reach, awareness, pre-registrations, website traffic and ticket sales, we set concrete objectives for each phase of the campaign
› Media strategy:
After the kick-off meeting, we drew up a plan with tailored target groups, campaign timing and creative advice, based on insights from market research, website data and social engagement.
We stimulated contact with all artists and partners to share social engagement data, in order to sharpen targeting. For each historically important moment (think of the announcement, line-up release or announcement of ticket trap) we set up a separate campaign with substantiated budgets and objectives.
The best performing creatives and results from previous editions were used for insights: did stories yield a lower CPM among the target group? Then you will see additional Story variants during the announcement phase, in which reach is important. Are it the former visitors or recent page engagers who are traditionally there like the chickens? Then we ensure full coverage among this target group.
Finally, we created a data funnel for the public that:
1. Reached with an utterance
2. Interaction showed with utterance
3. Interaction showed with website
4. Intention to ticket sale showed
› By setting up measurements per component and setting the bottom-funnel as conversions, systems optimized to the most valuable users so effectively that the effectiveness (the number of visitors from advertisements) was 318% higher than expected
› The festival was a great success: visitors rated it with an average of 8.1 in the visitor survey
› In addition to achieving the media target well before the festival started, the tickets were also sold out early
› The base target was well exceeded. Estimates on reach (+89%) and ad clicks (+218%) were above average and the number of ticket sales that could be attributed to advertisements was also much higher than estimated (+402%) due to the low CPA
Analytics, Display Advertising, E-commerce, Project Management, Search Engine Advertising (SEA), Search Engine Optimization (SEO), Social Media Advertising, Website Optimization
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