Brief
When it come to digital content, it was time to turn up the heat on our country’s hottest business festival.
Pause Fest was looking for a new agency to manage the social media, online advertising, and email marketing side of things for their 2019 event. Off the back of a highly successful 2018 festival, the popular future-focused Australian tech fest was looking to increase ticket sales for their ninth incarnation by breathing some new life into their content.
Process
All that was needed was a little social media love, and a whole lot of ad and EDM strategy.
In October 2018, we were officially tasked with managing the Pause Fest social media channels, including Facebook, Instagram, Twitter, and LinkedIn. This meant immediately creating social media design assets (such as profile and cover photos) and producing the perfect recipe of lineup announcements, sponsor shoutouts, speaker bios and side event spruiks for content that together built increasing anticipation for the event. What began as a bi-weekly posting frequency quickly snowballed into a thrice-daily frequency that showcased our ability to only reactively manage social media channels, but proactively manage them too.
Alongside the social media element of the campaign was the email marketing side where each week we would keep the database of attendees, speakers, volunteers, sponsors and partners up to date on the progress of the upcoming festival.
We also implemented and managed Pause Fest’s PPC advertising campaigns across social media and Google, pushing traffic to the main website where the audience could learn more about the festival, the speaking schedule, and most importantly — purchase tickets.
Results
Our goal was to sell tickets — we sold out.
After the festival founder made the strategic choice to remove the popular single day pass options available in 2018 and increase the overall price of festival tickets, we were automatically placed at a disadvantage when it came to surpassing last year’s sales numbers.
Google Analytics showed that compared to the previous year, we increased the number of new users on the site by 14.05% – from 54,583 to 62,251 and generated 11.21% more sessions.
However,
Google – 4.9K clicks, 928K impressions, $0.27 CPC
Facebook/Insta – 700k impressions, 4k clicks, $1.27 CPC
Twitter – 133k impressions, 3.7k clicks, $0.11 CPC
At the end, we had sold 617 tickets #Pause2019.
