+800,000 reach in 3 weeks
+2 million impressions
▌Average CTR of over 5% through a Meta campaign designed to drive awareness, urgency, and conversion
Client: D&D East Entertainment
Event: Jennifer Lopez – UP ALL NIGHT LIVE
Campaign Period: 3 weeks before the event
Channels Used: Meta Ads, Organic Social, Giveaway Campaign, Video Creative
Objective: To boost sales and increase the sense of urgency to purchase before the event
▌Context
Jennifer Lopez was scheduled to perform in Bucharest as part of the UP ALL NIGHT LIVE event—one of the summer’s biggest music events.
The campaign was launched very shortly before the event, and the main objective was clear:
A rapid increase in visibility and a surge in ticket sales over a period of just 3 weeks.
The main challenge was not the artist’s visibility, but rather:
✔ creating a sense of urgency,
✔ increasing the frequency of the message,
✔ and turning interest into immediate action.
▌Strategy
We built the campaign around a mix of:
✔ Massive awareness
✔ Rapid engagement
✔ Consistent traffic
✔ And an emotional impact through video content and social proof
Instead of relying solely on direct performance, we developed a strategy designed to grow:
✔ repeated exposure
✔ organic conversation
✔ and the FOMO surrounding the event
▌Campaign Concept
“The event of the summer you won’t want to miss”
The entire communication campaign was built around the idea of:
✔ exclusivity
✔ premium entertainment
✔ and a live experience
We used:
✔ spectacular videos featuring the artist
✔ the official video invitation
✔ dynamic visuals
✔ the official event poster
✔ and creative adaptations for multiple placements and Meta formats
▌Meta Campaign Structure
To cover the entire interest and acquisition funnel, the campaign was divided into different objectives.
Brand Awareness Campaigns
Role:
✦ rapid growth in reach
✦ repeated exposure
✦ building awareness of the event
We used:
✦ creative videos
✦ teasers
✦ premium visuals
✦ the artist’s official invitation
Engagement Campaigns
Role:
✦ increased interaction
✦ increased social validation
✦ organic content distribution
The video featuring Jennifer Lopez played a key role in increasing engagement and retention.
Traffic Campaigns
Role:
✦ directing users to the ticket purchase page
✦ boosting conversions in the final weeks leading up to the event
The strategy focused on:
✦ high traffic volumes
✦ high frequency
✦ and messages indicating urgency
Remarketing Campaigns
Role:
✦ Re-engaging users who have already interacted with the ad or page
✦ Increasing purchase intent
✦ And finalizing the decision before the event
▌Giveaway Campaign – Boosting Organic Visibility
To increase organic reach and engagement around the event, we also incorporated a giveaway campaign.
The mechanism:
✦ Users signed up by filling out the form,
✦ and the prize was concert tickets.
The campaign played an important role in:
✦ increasing engagement,
✦ boosting reach,
✦ and rapidly expanding brand visibility on social media.
▌Creative Execution
Campania a combinat:
✦ video content
✦ official posters
✦ Reels
✦ Stories
✦ and visual adaptations for multiple Meta placements
Types of materials used:
✦ the artist’s video invitation
✦ live concert footage
✦ motion visuals
✦ creatives for urgency
✦ countdown creatives
✦ giveaway visuals
The main objective of the creative department was:
to make the event a “must-attend.”
▌Why I Didn’t Use Google Ads
The campaign had a very short implementation window—just 3 weeks before the event.
For this reason, the strategy focused entirely on:
✔ Distribution speed
✔ Visual impact
✔ And rapid scaling through Meta Ads
For this type of event and a short timeframe:
Meta delivered the fastest results in terms of brand awareness and conversion.
▌Campaign Results
Overall results in 3 weeks:
➤ +800,000 people reached
➤ +2 million impressions
➤ Average CTR of over 5%
➤ Over 113,000 clicks generated
➤ Frequency optimized for message retention
The campaign succeeded in:
✔ Significantly increase the event’s visibility,
✔ Maintain constant interest right up until the concert date,
✔ And drive the final sales push in an extremely short period of time.
▌What Made the Difference
The campaign’s success was not due solely to volume, but also to:
✦ Smart distribution across different objectives,
✦ A mix of awareness and urgency,
✦ Use of premium video content,
✦ And high frequency of exposure leading up to the event.
Instead of simply announcing that “tickets are available,” the campaign built:
the perception of a major event that the public shouldn’t miss.
▌Conclusion
The Jennifer Lopez – UP ALL NIGHT LIVE campaign is an example of an integrated strategy designed to:
✦ speed,
✦ impact,
✦ and accelerating the purchasing decision within a very short time frame.
By combining:
✦ Meta Ads,
✦ video content,
✦ organic amplification,
✦ and creatives tailored to the funnel,
✦ we managed to generate massive awareness and sustain the event’s momentum leading up to the concert.
⭐ Would you like us to promote your next event?
We create integrated campaigns for:
✦ concerts,
✦ festivals,
✦ launches,
✦ and events that require immediate impact and tangible results.
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