Project Description

Country Stampede

Digital Campaign

Challenge

Create a strategic and ROI focused campaign for Country Stampede. This country music festival is based in Manhattan, Kansas and is a popular and well-attended festival. Still, they were facing an industry-wide three-year decline in ticket sales and consequently had a smaller budget for promoting their 2018 event. The goal was to increase ticket sales by 20% over 2017 while showcasing a 10:1 Return on Ad Spend (ROAS).

Strategy

We identified a target audience and used posts on Facebook and Instagram that had a high engagement as ads. We optimized those posts for ticket sales conversions, even without the traditional call to action, and Facebook’s algorithm honed in on those posts because they had so much social credibility. Additionally, we used teaser and highlight videos, Google Display Ads, YouTube ads, and retargeting to create at least seven touchpoints within seven days.

Results/Impact

We were able to exceed their internal goal by 17% in regards to ROAS while selling 32% more tickets with less ad spend than the previous year. We created a provable system for their internal team to take over the ad campaign in 2019.

The 2018 Country Stampede Campaign won a Prism Award for Digital/Internet – Small Business at the 2019 Lincoln AMA Prism Awards.

Award Winning Work