Record Profitability for a Major Live Event
How do you optimize ticketing for an electronic music festival (House, Techno) by maximizing every euro invested? For this early 2025 edition, the objective was clear: transform interest in the lineup into confirmed ticket sales. With a total budget of €7,655, the campaign generated an impressive €64,260 in revenue, representing a net profit of €56,605 after advertising spend.
The main strength of this strategy lies in its efficiency: thanks to an optimized campaign structure, only four 10-minute sessions were required to manage the entire distribution. For every €1 invested, the festival generated €8.29 in revenue.
A Strategic Build-up Driven by the Lineup
The advertising strategy was deployed from December to March, following a precise timeline to maintain engagement and convert the audience at key decision-making moments:
- December & January - Awareness & Announcement: An initial awareness phase to re-engage the fan base, followed immediately by the Line-up announcement to create buying urgency.
- February - Artist Focus & Happenings: Specific promotion of headliners and unique festival experiences ("Happening Focus") to reach the most engaged fan circles.
- March - Final Conversion Phases: An acceleration of the sales phase (Phases 3 and 4) to convert remaining leads before the event.
Ultra-Precise Targeting for Optimized Acquisition Costs
The success of this campaign is based on surgical audience segmentation, combining festival brand awareness with data expertise:
This approach achieved a cost per purchase of just €10.13 for a weighted average ticket price of €85. With 756 recorded purchases and over 5,800 initiated payments, the campaign not only met immediate sales targets but also built a massive audience pool for future editions.
