Gratitude Fest (Music Festival) – Case Study
Working with this first-year music festival, we delivered a 10× ROI, turning a $30k ad spend into ~$350k in ticket revenue. Our campaign capitalized on the festival’s high-profile lineup – headliners The Nth Power and Jennifer Hartswick were prominently featured in promotions (indeed, press noted the festival “is hosted by The Nth Power”). We highlighted these acts in social ads and influencer posts to tap into their fan communities. At the same time, campaigns emphasized the festival’s eclectic, family-friendly vibe – multi-genre music, local food and wellness activities – echoing descriptions from early coverage. The result was a sold-out inaugural event: roughly $350k in ticket sales and ~$220k net profit on a total $100k budget, far exceeding the break-even goal.
Strategy
- Targeted Paid Social: We ran Facebook and Instagram ad campaigns aimed at funk/soul/jam-band fans in Boston and throughout New England. Geo-targeting and lookalike audiences ensured we reached likely festivalgoers, maximizing ad ROI.
- Influencer Partnerships: We worked with local music influencers and artists (including members of The Nth Power and related acts) to share festival content. These micro-influencers ran ticket giveaways and behind-the-scenes previews, amplifying word-of-mouth and authenticity.
- Content & Press: We created engaging content (artist spotlights, video teasers) and pitched stories to media outlets. Messaging highlighted the festival’s draw – live music on multiple stages, farm-to-table food vendors, and family-friendly activities – as earlier press had described. We also leveraged buzz around the lineup: early articles listed acts like Dumpstaphunk, The Nth Power, Nigel Hall and Jennifer Hartswick, which we echoed in our campaigns. For example, a Jambands headline (“Nigel Hall to Reunite with The Nth Power at Gratitude Fest”) was repurposed into social posts to generate excitement.
Results
- Ticket Revenue (ROI): ~$350K in ticket sales from a $30K ad spend (≈10× ROAS).
- Profitability: ~$220K in net profit on a ~$100K total event budget.
- Attendance & Impact: The inaugural festival sold out with several thousand attendees. Local media praised its high-energy lineup and community vibe, and social engagement metrics showed widespread buzz. Press highlights included previews of the star-studded lineup (featuring The Nth Power and others) and write-ups of the event’s family-friendly atmosphere, further boosting the festival’s profile.
By blending precise ad targeting with influencer amplification and press-driven storytelling, we not only met but vastly exceeded the ticket sales KPI, making Gratitude Music Festival’s first year a major success.
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