Listen Out

The Objective

A key thing that all event productions try to achieve is to create buzz and excitement amongst audiences, drive ticket sales, and fill up the venue. This is no exception for the Australian music festival, Listen Out, who had popular artists like Ice Spice on the bill, who are relevant figures in pop culture who saw success with trending sounds on TikTok. Besides being an entertainment platform where music thrives, TikTok’s user base also coincides with the bulk of Listen Out’s target audience. Listen Out tasked marketing agency, Tradable Bits, to explore running ad campaigns on TikTok in the months leading up to the event, driving greater audience interest, website traffic and conversions.

The Solution

Listen Out leveraged In-Feed Ads to boost brand visibility, as this form of advertising allows them to reach a wide audience via the ‘For You’ feed on TikTok. The ad format not only makes the ads more immersive, but also less disruptive. Video ads are limited to 60 seconds in duration and are served in between organic content on the feed, appearing as native to the platform and hence increasing engagement and clickthrough rates.

To improve overall campaign performance, Tradable Bits ran a full-funnel campaign for Listen Out, activating both Reach and Conversions Objectives in various ad sets. Through the Reach objective, they were able to display their ads to as many users as possible within Listen Out’s target audience parameters, at the most efficient cost. This helped to maximise brand awareness at a competitive rate. The awareness campaign is then complemented with the Conversions objective, designed to drive valuable action, such as ticket purchases for the music festival.

Acknowledging that ticket sales to the event are high-value purchases, Tradable Bits also ran a retargeting campaign to create multiple touchpoints with users who have previously viewed Listen Out’s videos. This not only helps with brand recall, but also increases the likelihood of users making a purchase after learning more details about the event over a period of time.

The Results

Recording an impressive 87x Return on Ad Spend (ROAS), 22.3% conversion rate (CVR) on ‘Complete Payment’ events and 25M impressions, Tradable Bits’ ad campaign for Listen Out saw great success, putting them on track to a fruitful event launch. The incredible campaign performance highlights the importance of pre-launch campaigns to build hype amongst target audiences, especially when user interest needs to be captured ahead of time to ensure ROI on events.