Online Campaign Optimization
Client and Events
Kitty Su – Known for its world class music collection from house to disco and techno to pop, the client hosts DJ parties with artists from around the world. The nightclub has recently come to light for the open-hearted inclusion of LGBTQI community, acid burn survivors, and differently-abled people. In times where nightclubs are struggling to keep people interested,
Events We Have Handled –
1. DJ Jayda G and Violet Chachki Kitty Su planned to host the Berlin-based DJ Jayda G and the American drag queen Violet Chachki on 20 April, 2019. DJ Jayda G is Berlin-based and has risen in the dance music scene through her infectious energy and enthusiasm. Violet Chachki is an American model, television personality, burlesque dancer, recording artist, and drag queen.
2. Jeremy Underground Kitty Su planned to host the French DJ Jeremy Underground on 13 April, 2019. DJ Jeremy Underground is a French DJ with a major love for House music. He started a vinyl-only label in 2010 “My Love is Underground” and is regarded as a music selector with strong musical identity.
3. Nur Jaber Kitty Su planned to host the French DJ Jeremy Underground on 1 June, 2019. The Berlin-based DJ Nur Jaber is known for her electrifying techno tracks and produces enriched music with deeper meanings and messages.
Online Ad Campaign –
We were tasked to create an online ad campaign for the “Kitty Su – DJ Jayda G and Violet Chachki” event to maximize presale of the tickets by reaching out to the niche audience of the Kitty Su night club in Mumbai. The following were the targets set for us:
— Achieve a target sale of 400 presale tickets within a fortnight.
— Total budget for Facebook and Google Ad campaigns
— INR 133,000.
Challenges –
While creating and executing the online ad campaign we came across several challenges:
— Understanding the market voice and audience behaviour
— Controlling and maintaining the ticket number even if the price rises
— Creating content that would appeal to the party-goers, dance music lovers, and drag enthusiasts
— Creating attention grabbing visual media for the ad campaign that streamlines with client’s area of business
— Targeting specific audience according to demographics
— Refining ad copies and targeted audience to maximize sales at different stages of the campaign
— Landing page issues on Kitty Su website
— Limited time to work on the campaign
— Not able to track the conversions specific to the platform due to third-party platform
Google Ad Campaign –
— Google ads for Violet and Jayda G
— Bid optimization
— Keywords: analysis and optimization
— Very specific locations and keywords were targeted to reach the niche audience and maximize the sales
— Broad match modifier
Facebook Ad Campaign –
— Facebook ads for Violet and Jayda G
— A/B testing
— Budget optimizations
— Target optimizations
— Target audience was regularly optimized and custom audience selection was also used
Result –
— Total number of tickets sold for Kitty Su Mumbai 20 April 2019 event – 410
— Total revenue generated – INR 3,21,425
— Target overachieved by 10 tickets
— Less than half of the specified budget used
Conclusion –
A very strong Ad Campaign strategy was formulated and implemented with space for flexibility keeping in mind:
— Niche Audience – Facebook and Google Ads were used for the Ad Campaign with an aim to reach out to the niche audience to maximize the ticket sales
— Flexibility – Ad campaigns were adjusted at the early stages of the campaign in accordance with the incoming stats. Keywords, bids, audience, budget, and frequency & CTR were optimized
— Content – Text, display, and video content was used in accordance with the Ad platform. Content was optimized according to the prevalent social media expectations and the industry
