Context
Located in Neuchâtel, Festi’neuch is an open-air festival, whose programming gives pride of place to current music. The event takes place each year in June and one of its particularities is the lake setting it offers.
Goals
In order to generate ticket sales, the festival decided to deploy Facebook campaigns with Suisseo. As the project completion time was limited, the challenge was to successfully capture and convert qualified audiences in a very short period of time.
Strategy
In parallel with the implementation of Search campaigns, Suisseo installed and piloted Facebook campaigns to reach users on this social network.
The installation of a tracking pixel on the Festi’neuch online ticket shop, as well as the creation of a personalised event, made it possible to track sales made via Facebook and therefore measure the performance of the campaigns.
Despite the short time available, the creation of targeted audiences as well as the test phases were quickly used to target qualified users.
Implementation of the strategy:
#1. Semantic analysis of the programme
#2. Creating audiences based on campaign goals by capitalising on remarketing
#3. Launch of campaigns and test phases
Results
This project shows that, if the initial strategy is well defined from the outset, campaigns can be prepared, configured, analysed and optimised in a short time while being qualitative and profitable.
The campaigns have sold several hundred tickets in a short time, with a ROAS of over 1000% (CHF 1 spent = CHF 10 earned).