Objectives
- Generate more online ticket sales
- Being more present on all available channels
- Increase brand awareness
- Reach into new regions
Approach
To achieve these goals, we deployed performance marketing. By using a mix of SEA, Display and discovery advertising and YouTube advertising. We aim for maximum volume and thus high profitability. To achieve that, we work with a Target Return On Ad Spend strategy. The advantage of performance advertising is its scalability. When we reach the TROAS targets, we can continue to scale budgets, because the return remains the same.
Of course social media also incredibly important for events. That's why we put TikTok advertising in for WECANDANCE. On this visual platform, we showed beautiful and activating images that made the viewer spontaneously dance.
Results
SEA:
- 46% of total sales through Google ads (up 31% from previous edition)
- ROAS of 21.674% this results in €216.74 per €1 ad budget (7% increase over previous edition)
Tiktok:
- 4% of total sales via TikTok ads (300% increase over previous edition)
- ROAS of 3.399% (91% increase over previous edition)
Conclusion
We were given clear goals to achieve, and we achieved them with flying colors. By deploying a long-term strategy through SEA and an additional push on TikTok, we achieved a very nice result for WECANDANCE. This cross-channel mix provided a lot of visibility on social media and on the display and YouTube network. This exposure eventually led festival-goers to the ticket shop. Through search engine and TikTok advertising, this allowed us to generate an unseen Return On Ad Spend obtain.
