GAMAZDA: Sold-Out After Sold-Out Across Europe
How a data-driven, multi-channel paid media strategy turned every concert by a virtuoso pianist into a sellout event. 5 cities, 4 countries, 12 months of continuous campaign management.
Explore the Case ↓0
concerts
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tickets sold
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Gamazda
Pianist · 1M+ YouTube subscribers
About the Project
Gamazda (Aleksandra Kuznetsova) is a classically trained pianist and Tchaikovsky Conservatory graduate with over 1,000,000 YouTube subscribers. Her high-energy piano covers of Metallica, Queen, Led Zeppelin, and Rammstein have received praise from artists like Red Hot Chili Peppers, Papa Roach, and Tool.
Our scope: full-funnel performance marketing for each concert — from media strategy and ad matrix development to creative production, daily campaign management, KPI monitoring, and real-time optimization. Each city was treated as a standalone project with its own audience, language, and channel mix.
5 Concerts · 4 Countries · 12 Months
We managed paid media campaigns for live concerts across major European cities
In fall 2025 we ran 3 cities simultaneously — Paris, Amsterdam, and Berlin
Audience Segmentation
One Press Release → Hundreds of Ad Variations
For each city we built a custom ad matrix: the artist's press release was adapted into dozens of tailored creatives for 8 audience segments, across 2–3 languages, optimized per platform.
Localization
Each City — Its Own Language & Messaging
Berlin: German + English. Paris: French + English. Amsterdam: Dutch + English. Barcelona: Spanish + English + Russian.
"Berlin, macht euch bereit für eine musikalische Zeitreise! Von Mozart bis Metallica..."
— German, Broad Audience segment, Instagram
🇫🇷 Paris / French
"Passionnés de rock à Paris, ne manquez pas cette occasion ! 🎹"
🇳🇱 Amsterdam / Dutch
"Amsterdam, Maak Je Klaar voor een Muzikale Reis door de Tijd! 🎹🔥"
🇪🇸 Barcelona / Spanish
"¡Barcelona! 🎹🔥 No pierdas la oportunidad de disfrutar de tus himnos..."
Multi-Channel Media Mix
4 Platforms — One Integrated Strategy
Instagram, Facebook, YouTube, and Google Search — each channel with platform-native creatives: static ads, carousels, feed video, Stories, and Reels.
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Traffic + Conversions
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Traffic + Conversions
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YouTube
Video Ads
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Google Search
PPC / Search Ads
The Creatives That Drove Ticket Sales
YouTube videos from Gamazda's channel were repurposed as ad creatives across all paid channels
Project Gallery
City-by-City Performance Comparison
Each launch was a unique project. Compare key metrics across all five campaigns
Cost per Ticket Sold by City
Green = sold-out · KPI target: cost per ticket ≤ €15–20
Hands-On Management — 226 Tasks in 12 Months
Every €5 budget overspend, every CTR drop, every fatigued creative — tracked and resolved in real time
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tasks completed
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budget control tasks
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months of work
Tasks by City
Results
"Gamazda is undoubtedly a compelling artist with a dedicated fanbase. But without a digital foundation — without systematic audience engagement through paid media — selling out venues would not have been possible."
Achieving sold-out after sold-out across Europe would have been impossible without constant, data-driven campaign management at every stage of the funnel.
5
concerts in 4 countries
3
sold-out shows
€10.23
avg. cost per ticket
~27%
ad spend ratio
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