Green Orange was presented with the challenge to create an online marketing campaign that would result in at least 100.000 paying visitors.
We’ve created a campaign strategy based on actual results and data, instead of gut feeling. Analyses were made based on existing data and trends, to determine the base of the campaign. Next, we weekly analysed and optimized the campaign, based on newly obtained data and the resulting learnings.
Prior to the campaign we determined how all the different channels could be measured in a uniform way, so we could get insights in the contribution and return on investment (ROI) per channel. With these insights we were able to make better use of the available budget. Therefore we also created the possibility to measure the offline channels as well.
By continuously measuring, monitoring and optimizing, the goals, over 100.000 sold tickets, staying within budget and preserve margin on the selling price were largely met. Also, additional insights were obtained, which can be used for the next edition of the event. This will then enable us to create a seamless integration of the online and offline ticket sales.