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).
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 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.
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.
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.
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