Leopallooza FestivalAmplifying ticket sales through social media
Now in to its 11th year Leopallooza is one of Cornwall’s most popular and well-known music festivals.
The festival is a self-proclaimed house party in a field and attracts some top-notch performers. From May to September there are many festivals in Cornwall, so competition for ticket sales is high, with many festivals running short of ‘full capacity’.
The organisers approached us to help put together a social media campaign that would increase ticket sales across the weekend, utilising a premium partnership with piratefm.co.uk to deliver a voucher-focused approach. Leopallooza knew Pirate 360 had the capability to deliver a message to the right audience at the right time so as to ensure ticket sales were the as good as the line-up for the festival itself.
Pirate 360 first looked to identify the key audience for the campaign. Researching the demographics behind previous years attendees and cross-referencing with lookalike audiences and festival line-ups to craft a watertight target audience for creative. The social media strategy used also targeted those who followed the festivals main performers, such as The Cribs, Maximo Park and Gabrielle Aplin alongside geographic targeting in the catchment area of the festival itself.
After ensuring our audience was clearly defined we developed advert sets and adverts that pushed reaction and engagement, an approach that gave a strong call to action and delivered traffic to the partner site for purchasing. Adverts used aspirational imagery of the headline performers and key messaging to lead potential customers to the partner offer on piratefm.co.uk whilst also utilising time constraints and countdown reminder via a secondary retargeting campaign.
Pirate 360’s social media strategy lasted 16 days and during that time reached 38,212 people in the clients target market.
Sales of tickets through Piratefm voucher sales were 900 in that same time, with 1,163 site visits driven by our social media activity at a CPC of just 13p. Customers were delivered e-tickets and pass-codes via Pirate 360 developed shop functions that meant that on the day of the festival customers could simply show ID and email codes to gain entry.
With the numbers delivered in such a short space of time Leopallooza have already requested that we help them with other festival projects as well as taking a similar volume of tickets from them for the 2018 festival.