The festival organisers for Party at the Palace reached out to Social Ant for a digital marketing strategy that would enable them to boost website ticket sales, build brand awareness and increase the audience reach for the festival.
Party at the Palace have existing audiences, aged on average above 40 yrs, but wanted to appeal to a younger demographic, using platforms such as TikTok and Instagram. The brief included engaging with local influencers to help promote the event and push for ticket sales.
We built up some creative assets and templates for the festival team. This focused mainly on video and social media posts were created with a fun, quirky tone of voice to suit the brand personalisation.
We ran Google Ad campaigns across Scotland to attract people searching for music festivals and video was the most engaging format across social media advertising. In particular, we used carousel ads and A/B testing to establish the best performing ads in our campaigns. We also built custom audiences and retargeted people using Facebook Pixel to track those that haven’t completed a purchase.
The strategy was to use the first few months to build brand awareness and an engaged audience, which then changed to a conversion stage for new visitors or a warm audience stage for information on the event and informative content on what to bring etc.
Party at the Palace was another great success and even the weather in Linlithgow was very sunny and warm. We were successful in growing the Facebook following to around 40k people and this included a new engaged audience of 25-45 yrs, plus the usual festival-goers to the event aged 45 yrs and above.
Our ads generated over 1m impressions with a very low cost per click (CPC) of 3p and an average reach of 40k per promoted post. The remarketing and lookalike audiences performed very well and our paid partnership with their sponsor Lot 42, proved to be a success in connecting with a 100% female audience 18-24 yr olds, who enjoy cocktails.
Party at the Palace continues to be a firm favourite as one of the best music festivals in Scotland and was nominated for the NOEA Event of the Year award. Following this success, the festival team have been able to market pre-sales of next year’s event to allow people to beat the queues and secure their tickets now.
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