Digital Advertising | Strategies | Content Marketing
The Client: International Children's Festival
A vibrant city known for its dedication to cultural enhancement and community engagement hosts an annual International Children’s Festival. This festival celebrates creativity and imagination, presenting performances and activities tailored for families and couples in the region.
Key Challenge
Our major hurdle was to boost attendance and ticket sales for the International Children's Festival, while navigating the complexities of tracking the full customer journey from ad click to purchase due to privacy restrictions. We aimed to measure the effectiveness of the campaign and ensure a solid return on investment even without comprehensive conversion tracking.
Our Approach
We adopted a well-rounded marketing mix spanning multiple advertising platforms:
Campaign Planning: We analyzed available data and past campaigns to develop an overarching strategy and understand which mediums made the most sense for our target audiences.
Audience Definitions:We built initial audience groups for targeting, and leverage audience insights to build more narrowly focused campaigns once we had actionable data.
Diverse Ad Formats:We engaged a broad audience using video, newsfeed, remarketing on social platforms, performance and search ads on the Google Network.
Targeted Content:Produced ads that resonated with both families and couples, spotlighting individual performances and activities.
Performance Tracking:Regularly monitored weekly ticket sales with the client to evaluate campaign performance, and built interim conversions as our primary metric due to complications with their ticketing software.
Campaign Planning: We analyzed available data and past campaigns to develop an overarching strategy and understand which mediums made the most sense for our target audiences.
Audience Definitions:We built initial audience groups for targeting, and leverage audience insights to build more narrowly focused campaigns once we had actionable data.
Diverse Ad Formats:We engaged a broad audience using video, newsfeed, remarketing on social platforms, performance and search ads on the Google Network.
Targeted Content:Produced ads that resonated with both families and couples, spotlighting individual performances and activities.
Performance Tracking:Regularly monitored weekly ticket sales with the client to evaluate campaign performance, and built interim conversions as our primary metric due to complications with their ticketing software.
The Results
0%
Traffic Increase
0%
Conversion Rate Realized
$0+
Revenue Generation
0
Return on Investment (ROI)
0
Total Ticket Sales
0
Attendees
The Conclusion
This campaign showcased the potential of strategic digital marketing to drive event attendance and revenue, despite tracking and privacy challenges. By leveraging a mix of ad platforms like Google Search, Performance Max, and social media, we managed to attract a larger audience, significantly boosting ticket sales and yielding an impressive return on investment. Our adaptable and data-driven approach highlighted the power of tailored content and a diverse ad strategy to engage various audience segments successfully.
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