the largest
festival
in Asia 2024

Comprehensive Internet promotion

The event brought together a top-tier squad:

Satisfaction is a two-day grand festival on June 8-9th at the Astana Golf Club

ABOUT PROJECT

PROJECT SCOPE

We used The Internet as the main promotional tool

The goal is to sell 15000 tickets for this 2-day festival

Create a report and analyze the progress of the advertising campaign

5

Create a media plan and forecast for promotion channels

1

Create Audience-Creative-Text-Promotion Strategy matrices for each channel

3

Create a detailed report on the progress of the advertising campaign and conversions for the advertising campaign relaunch in Almaty

7

Adjust the advertising campaign based on the report and feedback

6

Present the main offers of the event in formats required for contextual and targeted advertising

2

Launch advertising campaigns

4

MEDIA PLANNING AND SCHEDULING

CREATIVES PRESENTATION

The presentation of creatives suited the format of feeds and stories. They were divided into audiences we planned to affect:

Regional advertising (2 options)

Advertising by musical interests and artist audiences

Advertising by musical interests and artist audiences.
Each video was for its own topic and age

Video for other audience options

Video for other audience options (2 options)

Static banners for each artist and TOP artists by music genre

AUDIENCE MATRIX

Audience matrix is a mini-strategy for each separate network presented by Google Sheets.

Each such table records User Stories or JTBD and links them with audience portraits, ad text content and ideas for creative visualization.

The matrix also reflects how exactly the audience will be segmented and at what levels.

In the case of matrix with 3 levels of an advertising campaign, it should reflect the settings for each level: Advertising campaign, Ad group and single Ad.

INSTAGRAM STATISTICS

19.04.-08.06.2024

INSTAGRAM PROMOTION

THE BEST AD CAMPAIGNS

The best CTR

The campaign "Satisfaction/Inst/Engagement" with the CTR of 2.06% shows the highest percentage of clicks on impressions, indicating high audience engagement.

The lowest CPC

The campaign "Satisfaction/Inst/Conversion" with the CPC of $0.10 has the lowest cost per click, indicating efficient use of budget.

The biggest reach

The campaign "Satisfaction/Inst/Reach" has the highest reach and impressions, but a low CTR (0.09%) and a high cost per result ($1.13), indicating less efficient use of funds.

The lowest result goal cost

The campaign "Satisfaction/Inst/Engagement" and "Satisfaction/Inst/Conversion" have the lowest cost per result ($0.13), making them the most cost-effective.

THE BEST AUDIENCES

Retargeting

• Result goal cost: 0.120386 USD
• CTR: 2.148192%
• CPC: 0.096814 USD

Score: The best in all key metrics.

Club interest

• Result goal cost: 0.117524 USD
• CTR: 2.074291% (high)
• CPC: 0.102576 USD

Score: Good results, but slightly inferior to the interest of the MUZЗ

MUZ interest

• Result goal cost: 0.116607 USD (second lowest)
• CTR: 2.257975%
• CPC: 0.10574 USD

Score: Very good results across all metrics, especially CTR

Almaty general

• Result goal cost: 0.103779 USD
• CTR: 2.006638%
• CPC: 0.081069 USD

Score: Excellent results, especially in the context of a local ad campaign.

19.04.-08.06.2024

FACEBOOK PROMOTION

THE BEST AUDIENCES

CTR and CPC efficiency

Result goal cost

Retargeting showed the highest CTR (2.30%) and the lowest CPC ($0.068). This means that this audience is the most interested in ads and clicking on the link is the cheapest

Retargeting has the lowest cost per result ($0.102), making it the most profitable audience in terms of cost per click.

The general audience also showed good results in terms of CTR (1.88%) and relatively low CPC ($0.088), which indicates a fairly good level of interest

The general audience has a slightly higher cost per result ($0.149), which is still a good result.

Interest to (Dash Berlin, Fat Joe, Dorn, Sander van, Benny Benassi, Morandi, Gianni or Tujam) had the lowest CTR (1.54%) and the highest CPC ($0.585), indicating lower performance compared to other audiences

Interest has the highest cost per result ($1,396), indicating the highest cost to achieve a single click.

25.04.-11.05.2024

TIKTOK PROMOTION

27.04.-11.05.2024

VK PROMOTION

THE BEST AUDIENCES

Advertising on VKontakte turned out to be expensive and poorly convertible. Despite some successful audiences, such as: "широкая", "в3 бенасси широкая", "1в 1т меломаны" and "в1 т 1 интерес афиша", the overall cost per click (eCPC) and cost per purchase (CPF) figures remain high.

These results indicate the low efficiency of this advertising channel.

Based on the data obtained, we recommend to review the promotion strategy and abandon the use of advertising on VKontakte in the future, efficient and cost-effective in favor of more effective and cost-effective promotion channels.

CTR

A high CTR means that the ad is attractive and attracts attention.

Top results: "в 1т меломаны" (0.29%), "в3 т1 меломаны бенни бенасси" (0.28%).

(clicks percentage)

eCPC

Low eCPC means we pay less for each click.
Top results: "широкая" (59.85 rubles), "в3 benassi широкая" (85.07 rubles).

(cost per click)

YANDEX.METRIKA

19.04.-11.05.2024

Current situation:

Main sources of traffic: Taplink.cc (28,3%), TikTok (26,3%), Instagram (25,4%).

High conversion rate to widget opening: Google, Instagram, Taplink.
Low conversion: Facebook, TikTok.

Conclusions and recommendations

Starting Strategy

Facebook and TikTok

Use TikTok and Instagram for Outreach Campaigns to attract Maximum Users.

Analyze the reasons for low conversion from these sources. You may need to review your ad creatives, targeting, or linked content.

Consider reducing your budget for these channels or using them for other purposes, such as increasing brand awareness.

Taplink

Continue using Taplink as it shows good conversion.

Analyze and optimize the content on the Taplink page to increase conversion.

Conversion Strategy

After the outreach campaigns, switch to a strategy aimed at conversion and engagement.

Use Google Ads, given the high conversion rate of this source.

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