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[ Festival ]2022Strategy & ConsultingPaid Media
A festival campaign turned from loss to profit
- attributable ticketing revenue
- $750k+attributable ticketing revenue
- attributable ticket sales
- 5k+attributable ticket sales
- overall ROAS
- 6X+overall ROAS
- ROAS on top campaigns
- 16X+ROAS on top campaigns
Our team supported the Vibra Urbana festival team with a paid media strategy overhaul after initial internal efforts generated a net-loss during the initial launch of the 2022 festival campaign.
[ 01 ]The brief
The 2022 festival campaign had launched in-house and was losing money: spend was going out and ticket revenue was not coming back. The brief was to rebuild the paid media programme mid-flight and make the rest of the campaign pay.
[ 02 ]What we did
- Audited the live campaigns and cut what was not returning
- Rebuilt the account structure and audiences around attributable ticket sales
- Concentrated budget behind the campaigns and creative that proved out
- Reported revenue and ROAS by campaign so the festival team could see the turn
[ 03 ]The result
$750,000+ in attributable ticketing revenue and 5,000+ attributable ticket sales, at a 6X+ overall ROAS and 16X+ on the top-performing campaigns.