Following the disappointment of events being cancelled due to Covid restrictions in 2020, the challenge for Social Ant was to reassure customers about the proposed events for 2021 and boost online ticket sales for Beecraigs Festive Forest (BFF). Their previous event sold 15,000 tickets and we set the new target of 25,000 tickets sales.
The overall approach was to use existing quality photos and videos from the previous event and create new engaging content to inform, entertain and influence potential customers across Scotland with a particular focus on promotion within 60km of Linlithgow, West Lothian. With targeted advertising through social media channels, and collaboration with local influencers, BFF would be a successful outdoor experience for all to enjoy.
We built custom audiences for BFF across Facebook, Instagram, Twitter and TikTok. We drove website traffic with the help of Google Ads, which captured people searching for Christmas events and alternatives to Edinburgh Christmas options. Using Facebook pixel, we successfully retargeted website visitors who hadn’t yet purchased tickets.
The core audience was females over 30 yrs, within 60km and parents of young children. Across all advertising the click through rate (CTR) was 8-11% and cost per action very low at 3p. We focused on video for maximum engagement to help build excitement for Christmas and the event experience. This included previous footage of video testimonials from customers, which provide powerful social proof, plus footage of Santa and the Grinch characters during the forest build.
Over 25,000 tickets were sold, and our monthly advertising reports and learnings enabled us to plan the next steps for customer acquisition. This included bespoke campaign targeting for maximum reach and link clicks. The regular competitions and featured partner/sponsor posts, helped to reach on average 30,000 people organically before using paid reach to increase this further.
The success of this event led to a solid sales strategy for planning the following year. This enabled us to achieve quicker ticket sales in September and October and focus on retargeting in November and December, with fresh content recorded on the organised VIP night with influencers and local families. We helped to grow their Facebook following to over 22k people. Beecraigs Festive Forest is now one of the top festive attractions in Scotland.
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