The events industry has faced significant challenges over the past few years due to the pandemic. Latin Village, which typically promotes its events year-round, was also at a standstill.
After more than two years, festivals finally received the green light. Latin Village was fully prepared to kick off the new festival season, with Conversive as their social advertising partner.
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About Latin Village
Latin Village is a music festival catering to a wide range of music lovers. Featuring renowned international and national Latin artists, house DJs, salsa bands, and leading national hip-hop and R&B acts, the festival is known for its good vibes and energetic tunes. D-Rashid, the mastermind behind this event, created the first Latin festival ever organized in the Netherlands.
Challenge
Latin Village wondered: How can we best approach ticket sales—how do we announce this to the right audience, and how do we encourage purchases with the right ad content?
Solution
Conversive developed a custom strategy for Latin Village using the STDC model, with a primary focus on the SEE, THINK, and CARE stages. The campaign began at the top of the purchase funnel with a SEE campaign aimed at reaching as many people as possible, gathering a potential audience for targeting in the THINK campaign. Based on sales data, we were able to create a customer list to push add-on purchases through retargeting in the CARE phase.
Results
Despite the COVID restrictions in early 2021, no decision had yet been made by the government regarding the upcoming festival season. With optimism, Latin Village began preparations for their event. In early 2021, Conversive started developing the social strategy and campaigns. Unfortunately, festivals were halted, leading to a temporary pause in activities. By early 2022, the festival season resumed, and the social advertising forecast was significantly exceeded.
Timeline
The setup of this campaign took place in March 2021.
Ticket sales started at the end of March
The SEE campaign launched at the beginning of April
Many tickets were sold, far exceeding expectations
The government put a halt to the festival season at the end of June
In January 2022, the pre-registration campaign was relaunched.
In mid-February, the new ticket sales campaign began
Conversive’s efforts resulted in over 2.000 purchases
Review
“Conversive takes care of our social ad campaigns and makes sure that we achieve the best possible (performance) campaign results for Latin Village event campaigns.
The contact with Wandana is good, she is flexible and always willing to help and come up with new campaign ideas.”
Head of Marketing – Latin Village
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