Jazz on the Dnipro is one of the largest jazz festivals in Ukraine. It is a popular annual event that takes place as part of the Cultural Capital.
Objective.
Implement the promotion of the Jazz on the Dnipro. New Story-2019 on Facebook and Instagram. Increase the number of followers on social media pages and promote ticket sales to the festival: 6,000 registrations to the fan zone and 960 seats in the grandstand area.
Initial data
At the start of the project, the number of subscribers on the Facebook page was 2,401, and on the Instagram page - 361. There was no social media management, as it was seasonal (during festivals).
Stages of work to promote the Jazz on the Dnipro festival
Analysis of business pages on Facebook and Instagram. Development of an advertising strategy
We conducted a detailed analysis of each of the pages. Current errors were found and eliminated.
We developed an advertising strategy in accordance with the KPIs stated by the client and an advertising plan to achieve them. The strategy was based on regular page maintenance and promotion of published content to increase engagement on social media pages, development of new creatives, and launch of "Like" campaigns and ticket sales based on them.
Development of creatives for "Like" campaigns for the Facebook page
Developing advertising creatives for social media engagement campaigns
Developing advertising creatives for sales and festival registration campaigns
Working with audiences
Different types of audiences were collected and processed depending on interests, geolocation, age, and other parameters.
The most engaged was the audience of women aged 25-54, which accounted for 43% of the total audience that interacted with the ad. Equal involvement was observed among men aged 18 to 44, which amounted to 33% in relation to the female audience.
Regionally, the most engaged audience was the city of Dnipro, which is quite natural given the location of the festival. Also, active interest was observed in Kharkiv, Zaporizhzhia, and Odesa regions.
Dnipro - 51% of the total
Kharkiv - 9.5%.
Zaporizhzhia - 9%
Odesa - 6.5%.
Other regions - 24%.
Results.
For the advertising campaign for ticket sales and registration to the fan zone, we chose the goal of "Traffic to the site". This made it possible to provide users with more information about the festival and its headliners. Also, with the help of Pixel, an audience of interested users was collected, with whom retargeting interactions were later implemented.
The festival's website also provided the ability to collect user contacts. Later, an e-mail newsletter was set up on this basis, which allowed us to remind all registered users about the event.
For the "Like" campaign, video creatives were used: a video was edited based on last year's materials, and later the official promotional video of the festival was used.
According to the results of the advertising campaigns, the total number of subscribers on the Facebook page amounted to 6,351, including 5,207 from advertising subscriptions.
Dynamics of subscriber growth on the Facebook page.
Over the course of 6 months, the advertising campaigns reached more than 466,000 accounts, generated more than 1,300,000 impressions, and generated more than 9,000 unique visits to the website, https://jazz-dnepr.com.
The growth of Instagram followers amounted to 2,168.
