Online Campaign Optimization
Client and Events
The Client – Client is a travelling gig series that seeks to bring the global music scene to India. It is tailored to feed the fierce appetite for Underground Electronic Music with an aim to bring forth alternative dance music experiences. Various Indian cities play host to international DJ’s and home-grown talent to bring you to the forefront of consistent, cutting edge and revolutionary experiences.
Events We Have Handled –
1. Seth Troxler – Mumbai Oscillate planned to host the American DJ Seth Troxler on 12 January, 2019 at Wavlngth, Mumbai. Seth Troxler is an American DJ, producer whose work focuses on house and techno music.
He has played at various clubbing institutions and music festivals like Detroit Electronic Music Festival, ZoukOut, Glastonbury, Coachella, Wonderfruit, Sónar and Burning Man.
2. DJ Bone – Mumbai and Delhi Oscillate planned to host the American DJ Bone in Delhi on 1 March, 2019 and in Mumbai on 2 March, 2019. DJ Bone is one of the most sought after artist in Detroit and is known for his uncompromising and innovative ways and music.
Online Ad Campaign –
We were tasked to create an online ad campaign for the “Oscillate – DJ Seth Troxler” event to maximize presale of the tickets by reaching out to the niche audience of Oscillate 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 75,000.
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, house, and techno music lovers
— 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
— 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 DJ Seth Troxler
— 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 DJ Seth Troxler
— 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 Oscillate Mumbai 12 January 2019 event –602
— Total revenue generated – INR 7,83,450
— Target overachieved by 202 tickets
— Less than 80% 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
