Evening Standard
The primary objective was to generate ticket bookings for each event at London Evening Standard Stories Festival. The secondary objective was to actively leverage key titles to generate a social buzz around the events.
Utilising both awareness and conversion objectives, we initially ran with a Broad Interest audience, a Specific Interest audience and a Remarketing audience. From the campaign launch, we were able to optimise audiences by switching off those that were underperforming; redistributing the remaining budget into higher performing audiences and creating new ones.
We made full use of best performing titles, such as Sex Education and Bridgeton, to push ticket sales. We saw huge levels of success from these adverts and were able to sell out both events in a matter of days. We continued to push single events through ads with refined targeting.
Through multiple approaches and extensive ad/targeting variations, we were able to keep the adverts new and relevant. Success was found in our ability to take advantage of shows such as Sex Education, where the social buzz was at its highest given the new season release.
In a matter of 18 days, the campaign drove 176 book ticket clicks, as well as 44.5k post engagements.
