Case study

Brunswick Music Festival

Event and Ticketing Paid Social Campaign

Brunswick Music Festival is an annual multi-week music festival put on by the Moreland City Council and boasts a variety of ticketed and free events. We ran the paid social campaign for the 2019 event (pre-Covid).

Summary

  • Drove 9.8x return on ad spend on ticket sales for paid events 
  • Drove over 800k impressions, 160k reach of local music lovers, 25k post engagements and 9000 clicks to ticketing pages

The Challenge

We had a relatively limited budget considering the sheer size and number of events the festival wanted to promote. There were also pixel tracking issues on the newly redeveloped website that we consulted on as the campaign was progressing. 

The Plan

The plan was to drive widespread awareness of the festival in general and encourage people to look through the program and self-select what they were interested in, while also promoting a selection of key priority events including the free Sydney Road Street Party. We utilised our signature tour and event social media advertising strategy, which has been developed and refined over more than a decade, and continues to be refined as platforms and markets change, for this campaign.

The Solution

We created an 'Instant Experience' program guide, which allowed people to explore the full program without leaving Facebook or Instagram, and built a solid retargeting audience of engaged people to retarget to. This allowed us to promote a broad spectrum of events and retarget without having to rely on the website pixel tracking, while also allowing us to spot opportunities for where we should focus the budget for maximum results. We worked closely with the festival team, who highlighted the priority shows and venues, to develop creative and targeting strategies specific to those events. 

The Results

After proving we could drive profitable ticket sales and large-scale awareness through paid social campaigns, we were provided with additional budget mid-way through the campaign. We utilised our signature tour and event social media advertising strategy, which has been developed and refined over more than a decade, and continues to be refined as platforms and markets change, for this campaign. 

"Highly recommend working with Social Season! They're a fantastic digital marketing company to work with! Both Erin & Ashlea are highly skilled professional experts in their craft."

Eli Chamravi, Wild Thing Music Group

"The Social Season team have been instrumental in Sparro Designs early success. We couldn't be happier with our partnership, nor is there anyone else we'd choose to work with. This committed team are performance driven, insights lead and solutions focused ALWAYS! They are fabulous humans to work with, creative and 100% dedicated to continued learning in this forever evolving space. ✨"

Amie Fitt, Sparro Designs

"Highly efficient, informed, creative and agile, my experience with Social Season has been nothing but a positive one. The agency's acute grasp of the fast moving social media landscape is second to none, and when coupled with an always savvy, creative spirit, makes for a force to be reckoned with. In an industry crowded with mediocre players, these guys bring an insight-based approach to strategic social projects and ongoing retainers. Of particular value to my clients has been Social Season's Road to Results plans - a comprehensive initial audit of each client's state of play across key strengths, weaknesses, opportunities, recommendations and more."

Belinda Wall, Brand Amplified

"Social Season are the most impressive agency I've worked with in many years; Erin and Ash consistently exceed expectations, over deliver and think laterally to meet their client's needs. I couldn't recommend them more highly and will continue to work with them!"

Alex Tempany, Alex Tempany Jewelry

"The Social Season team are second to none when it comes to their depth of knowledge in the digital marketing space, and in their dedication to their client's success. They are truely a priceless asset for any business wanting to grow!"

Matilda Barrie, Studio-Barrie

"An incredibly impressive business with a friendly and efficient team of social media experts. Social Season creates completely tailored and effective Social Media Marketing campaigns and deliver an unmatched knowledge of the fast moving Social Media landscape. I couldn't recommend them more highly."

Tina Orr, Director Hatching Communications

"Highly recommend working with Social Season! They're a fantastic digital marketing company to work with! Both Erin & Ashlea are highly skilled professional experts in their craft."

Eli Chamravi, Wild Thing Music Group

"An incredibly impressive business with a friendly and efficient team of social media experts. Social Season creates completely tailored and effective Social Media Marketing campaigns and deliver an unmatched knowledge of the fast moving Social Media landscape. I couldn't recommend them more highly."

Tina Orr, Director Hatching Communications

"The Social Season team are second to none when it comes to their depth of knowledge in the digital marketing space, and in their dedication to their client's success. They are truely a priceless asset for any business wanting to grow!"

Matilda Barrie, Studio-Barrie

"Social Season are the most impressive agency I've worked with in many years; Erin and Ash consistently exceed expectations, over deliver and think laterally to meet their client's needs. I couldn't recommend them more highly and will continue to work with them!"

Alex Tempany, Alex Tempany Jewelry

"Highly efficient, informed, creative and agile, my experience with Social Season has been nothing but a positive one. The agency's acute grasp of the fast moving social media landscape is second to none, and when coupled with an always savvy, creative spirit, makes for a force to be reckoned with. In an industry crowded with mediocre players, these guys bring an insight-based approach to strategic social projects and ongoing retainers. Of particular value to my clients has been Social Season's Road to Results plans - a comprehensive initial audit of each client's state of play across key strengths, weaknesses, opportunities, recommendations and more."

Belinda Wall, Brand Amplified

"The Social Season team have been instrumental in Sparro Designs early success. We couldn't be happier with our partnership, nor is there anyone else we'd choose to work with. This committed team are performance driven, insights lead and solutions focused ALWAYS! They are fabulous humans to work with, creative and 100% dedicated to continued learning in this forever evolving space. ✨"

Amie Fitt, Sparro Designs

"Highly recommend working with Social Season! They're a fantastic digital marketing company to work with! Both Erin & Ashlea are highly skilled professional experts in their craft."

Eli Chamravi, Wild Thing Music Group