2018 Ashkenaz Festival Website & Ad Campaign
Challenge
Ashkenaz festival is a a multi-day summer festival with many shows happening at multiple venues at the same time. The goals were: 1. Improve the website for the 2018 festival + custom show listing calendar 2. Digital ad campaign to sell tickets to the shows
Solution
Also created a custom schedule because there was no plugin available for listing multiple events at the same time at different venues in a simple colourful way. Later on we packaged the scheduler widget as a product available for other festivals that have the same problem of running a multi-venue festival. 2. Created various ad campaigns focused on promoting 12 key events. Each with multiple ads adding to a total of about 50+: * Facebook Ads (clicks / engagement) * Facebook Post Boosts * Google Search (text) - only for main * Google Display (banners) on Affiliated Network Sites, YouTube and Gmail * YouTube video ads (play between videos) The ads directed traffic to: * Web pages * Facebook Event pages * Universe.com order pages * Harbourfront Centre order pages
Results
The budget and exact results are confidential but similar to what you have in mind for any festival marketing project: * Reached many targeted audiences in specific geographic areas and demographics * Many clicks and low cost per click * Tons of video views at very low cost per view (hundreds of total viewing hours of the trailer) * Website traffic growth and increased time on site and number of pages per visit * Social media pages fan growth and engagement The result was ticket sales and a very busy festival.
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