Packing the stands for world famous D-Block Europe

D Block Europe came to us with an ambitious goal: sell out their upcoming concert in just six weeks. The stakes were high, with competition from other summer events and a tight promotional window.

It was immediately clear to us that to achieve this goal, we needed to go beyond the usual scope of paid media management. Selling out a concert in just six weeks is no small feat, especially without the benefit of extensive lead time or major promotional campaigns. The challenge was significant - we tackled it head-on.

We took a firm grip on defining & reaching D Block Europe’s core audience.

1. Defined the Audience and Customer Persona:

   After some digging we realised that DBE had a huge opportunity to expand its targeting to a subset of it's traditional audiences in new locations across the UK.

2. Implemented More-Granular Targeting:

   We mapped out the online behaviours of this audience and devised a strategy to have our ads show up with much higher precision and frequency to this particular group.

3. Adapted Existing Content Strategy to full-funnel thinking:

   Working with D Block Europe's existing video teams we challenged them to expand their output beyond their traditional aftermovie. We briefed them to produce a series of short-form content pieces covering every stage of the consumer journey; from grabbing their attention to step-by-step guides on how to make this trip a reality.

4. Applied New Sales Strategy to Increase Urgency

   ​We shifted from an “always-on-sale” strategy to a carefully engineered drop-based strategy that limited ticket availability through both timed windows and limited quantities. This not only allowed us to be more focused with our comms and budgets in few key moments - but also to drive scarcity and hype which drove higher purchasing behaviour in the audience.

5. Launched a Campaign to Establish Credibility:

   In a post-Covid world where consumer confidence in music festivals outdoor events were eroded, it was crucial to establish credibility. We developed a tactical campaign around DBE's community outreach, reconnecting with those who matter most and setting up a foundation of trust ahead of an event. 

SOLD OUT • SOLD OUT • SOLD OUT • SOLD OUT • SOLD OUT • SOLD OUT •

Results

+68% - We increased festival revenue by 68% compared to the equivalent period in the previous year.

6.13x - We sustained the driving over 123k at 6.13x  ROAS compared to 2.11x when they came to us originally.