Strategy and Objectives
The key focus of this campaign was to target channels with the greatest reach and engagement. As go to market time was short, we produced a multi-channel approach covering Google AdWords search, display and remarketing, as well as Facebook and Instagram pay-per-click advertising.
Our research on the vegan target market found that it is increasingly made up of young, early adopters working in and around London and other major cities. With the granular targeting methods available with the chosen ad platforms, we were able to focus our ad targeting to people aged 25-45 in and around London on their mobile devices and drive them through to the website to purchase tickets.
We designed bespoke digital creatives in-line with the event branding, utilising simple yet impactful imagery emphasising colour and fun, to try and capture the atmosphere of the event, whilst making the ads as eye-catching as possible and encourage click-throughs and ticket sales.
Overall, 3,671 clicks were generated from AdWords, Facebook and Instagram in the 30-day campaign. AdWords search adverts gained the best engagement, with a click-through rate averaging +12% and peaking at 30%. The campaign was hugely cost-efficient, with each click costing an average of just £0.25 across the three platforms.
Aided by the digital campaigns, the total number of ticket sales driven from the https://london.veganlifelive.com/ was 1,228 and contributed to making the event a huge success.