We came on board in the final six-week stretch of the 2022 event campaign to help drive awareness and ticket sales for Tiny House Festival Australia using social media advertising strategies.
Coming on board only six weeks out from the event itself meant we had to hit the ground running.
The event was also still in recovery mode after Covid, this being the first event back, and as a result there wasn't a hugely substantial budget available for this particular campaign.
They had some ticket sales and good organic traction on their socials already, but they were concerned that people in their demographic were still uncertain about committing to buy tickets, there was a new competitor in the market with bigger marketing budget pockets.
They were also hesitant to use their existing ticketing money to fund the marketing campaign just in case the event had to cancel and process refunds, so we had to do the best with what was available.
The limitations of tracking was also being heavily felt at this time, so not all ticket sales could be tracked and conversion optimisation campaigns were not as strong as they once were.
Finally, the ad account and pixel were brand new, meaning some of the budget and time (in what was already a short sprint campaign) needed to be used to warm the account up and allow it to learn who a customer of this type of event was in order to optimise for more.
Tiny House Festival Australia, who we first chatted to in Feb 2020 about their 2020 event before lockdowns started, came back to us in 2022 when they were in the final stretch of their 2022 campaign.
They had some ticket sales and good organic traction on their socials already, but they were concerned that people in their demographic were still uncertain about committing to buy tickets, there was a new competitor in the market with bigger marketing budget pockets, and they were hesitant to use their existing ticketing money to fund the marketing campaign just in case the event had to cancel and process refunds.
We focused heavily on incorporating engagement and awareness campaigns, which deliver more bang for buck when it comes to limited budgets. The strong organic activity on the Facebook and Instagram accounts also helped to increase paid campaign impacts because the accounts were already sending signals to the ad platforms that they were posting content that their audience engaged with.
We were also conscious that the market was purchasing tickets much later than pre-2020 patterns in general, and that this demographic in particular were likely to include a strong walk-up crowd, so we utilised the budget to not only drive online sales but to also build strong and engaged audiences which could be cheaply re-marketed to all the way up to the event.
Finally, we ran a time limited promotional offer to encourage online pre-sales and drive a sense of urgency, which in itself drove a 7.61x return on ad spend.
Delivered a tracked 3.56x return on ad spend, which was likely much higher in reality due to limitations of cookie tracking across browsers and devices, as well as a strong walk-up attendance on the day due to high awareness and engagement in the campaign.
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