High-impact digital
event marketing campaign.
Omnichannel strategy across Google Ads and Meta Ads.
Creating demand for a new event through connected digital marketing.
Overview.
Following the success of a long-standing B2B paid search partnership, Patch was asked to help launch and grow a new consumer offering for a leading UK venue. The brief was to increase awareness and ticket sales for exclusive behind-the-scenes tours and screening experiences through a targeted digital advertising campaign.
Objective.
Drive awareness beyond the venue’s existing audience, increase Eventbrite ticket sales and position the experiences as must-attend events.
The campaign needed to reach new audiences, maximise return on investment and sell out multiple event dates through a data-led, multi-channel advertising strategy.
Experience.
Working across Google Ads and Meta, an integrated digital advertising campaign was designed to reach high-intent audiences and guide them from discovery to purchase.
Every element was continually refined through keyword research, audience targeting, creative testing and campaign optimisation. Performance was monitored in real time, with budgets, messaging and creative adjusted throughout to maximise conversions and return on ad spend.
As the campaign evolved, advanced tracking and audience retargeting helped nurture potential customers through the buying journey, while Google’s Performance Max campaigns expanded reach across Search, Display, YouTube and more.
Impact &
outcomes.
The campaign exceeded expectations, with all experience dates selling out by mid-summer. Additional dates were released and also sold out before the end of the year, while the next programme launched early due to demand.
Behind-the-Scenes Tours
- 399,516 people reached
- 1.52 million impressions
- £0.03 average cost per click
- 3.55% click-through rate
Screening Experiences
- 287,217 people reached
- 1.14 million impressions
- £0.05 average cost per click
- 3.79% click-through rate
Both campaigns consistently achieved High Performing Campaign status within Meta Ads Manager, demonstrating strong engagement, efficient media spend and sustained commercial impact.
This project was delivered by our group partner, Patch.
See the original case study.