The main objective of the promotional campaign for the concert held by the legendary Bon Jovi in Bucharest was to sell +40,000 tickets, by increasing the visibility of the event.
About the client
Founded in 2008, D&D East Entertainment already owns in its portfolio some of the biggest musical events ever organized in Romania. Among them we mention the concerts held in our country by AC/DC, Robbie Williams, Rihanna, Sia, Bon Jovi, Tom Jones, Snoop Dogg, Leonard Cohen, Patricia Kaas, ZZ Top, Iron Maiden, Sting, Guns n Roses, Rammstein, Metallica.The company is also behind two major music festivals in Romania: Rock the City and Tuborg Green Fest.
“For us, collaboration with re7consulting agency means professionalism and efficiency. “
Denise Sandulescu
Organiser D&D East Entertainment
Strategy and solutions
Considering the potential that Social Media (Facebook and Instagram) offers, re7consulting’s proposal was based on the development and implementation of a Paid Social Media Marketing strategy. The structure of the Pay-Per-Click campaigns was based on different objectives, such as reach, engagement and traffic, and depending on the objectives, we optimized the audience to increase the relevance of the ads. We created a funnel for the targeted audience based on location, interests, demographics, behavior. We used custom audiences as well as audiences similar to those that performed well.
BRAND AWARENESS / REACH
The campaign started with a broad audience (Romania, users interested in Bon Jovi) with the objective of increasing the notoriety of the event by distributing ads to a large mass of people.
ENGAGEMENT
This was followed by 16 Post Engagement campaigns with more specific audiences (Bucharest and closest cities. For these campaigns, we tested 40 unique audiences, set according to different interests. The objective of the campaign was to increase interactions with the ads, the event page and the D&D East Entertainment Facebook page.
TRAFFIC
The traffic campaigns aimed to drive users to the event page as well as ticket sales. To this end, we targeted ultra-personalised audiences to increase the relevance of the ads.
VIDEO ADS
The Video Ads campaigns have been aimed at promoting through video presentation materials or clips in which Jon Bon Jovi himself invites people to the concert.
EVENT RESPONSES
The campaigns dedicated to the responses (going) to the event aimed at increasing the visibility of the event on the Facebook page and stimulating conversions (ticket purchases), through the example to follow method.
RESULTS
WEB POPULARITY
EVENT – FACEBOOK
ORGANIC REACH
PAID REACH
META PAID CAMPAIGNS
HEADING
Alexandra Maria Lovin
Digital Marketing Manager
Tel: +40 744 817 455
email: a.lovin@re7consulting.com
