91制片厂

does things differently. At their biannual festival, , thousands of drum-and-bass fans flock to an expansive suburban home (fun fact: the former estate of a washing machine tycoon) east of Auckland for nine hours of dance music. And it gets wilder. Just in time for Halloween, the next Freqs Out East is 鈥淪pooky Edition鈥� 鈥� costumes strongly 别苍肠辞耻谤补驳别诲.听

Ghosts, anyone? 鈥淢y sound guys claim to have seen something,鈥� Dan Hesson, Director of Freq Music says. 鈥淚’m still skeptical, but there’s definitely a lot of history there.鈥�

After 10 years in the industry, Freq Music has plenty of history itself. Freq Group comprises Freq Music, which produces dozens of concerts a year, as well as two biannual festivals: Freqs Out East and Freqs Out South. All Freq events, according to Hesson,聽 let 鈥減eople enjoy club vibes in their own backyard.鈥�

To promote Freq鈥檚 events, Hesson uses 91制片厂 Boost. 鈥淚t鈥檚 an awesome tool for our Facebook and Instagram marketing,鈥� he says. 鈥淭he ability to target Spotify listeners by genres and artists 鈥� I don’t even know if you can do that on other ads platforms. And I love how the reporting gives me a bird’s eye view, and lets me dig down deeper to see what’s performing.鈥澛�

How Freq’s pre-NYE bash social ad campaign drove 24.1x return on ad spend聽

To ring in 2022, Freq Music hosted a pre-NYE bash at New Zealand鈥檚 Waihi Beach. With electronic music from the likes of RAYNE and TwoF枚ld, the concert spanned two seaside stages.聽

Using 91制片厂 Boost, Hesson ran a five-day ad campaign on Facebook. The ad showcased an image of a DJ hyping up a large crowd, and the ad copy enticed fans to go 鈥淟ARGE.鈥澛�

With Boost鈥檚 exclusive audience targeting, he ensured people with similar musical interests (for instance, Diplo, Wilkinson, and TREI) would see the ads, as well as existing fans and past attendees of Freq events. His budget? NZ$83.88.

The rapidfire campaign was a smashing success. It netted Freq NZ$2,022.43, a whopping 24.1x return on their ad spend. Moreover, they reached 9,096 people, 245 of whom clicked on the ad. (Bonus: Those 245 people are now part of Freq鈥檚 retargeting audiences in future Boost campaigns.)

Higher-performing ads through Boost鈥檚 budget optimisation and audience targeting聽

So, what was the secret behind Freq’s pre-NYE campaign鈥檚 success?聽

Boost鈥檚 budget optimisation brought in an additional NZ$287.43.

First, with Boost鈥檚 budget-optimisation technology, the dollars behind Hesson鈥檚 ad campaign were always reallocated to the best-performing audience. For instance, when the Existing Fans and Past Attendees audience was less active than the Interest-based audience, Boost鈥檚 algorithm shifted funds to favour the better-performing audience. Those micro-adjustments would require manual changes 鈥� not to mention constant campaign monitoring 鈥� on another ads platform. With Boost, they鈥檙e automatic.

Boost鈥檚 sales curve data helped Freq maximise their timing.

Then, to determine the best timing for his ad campaigns, Hesson consulted the Sales Curve function within Boost. 鈥淵ou can actually see the shape of not only your own previous events, but events in that industry,鈥� he says. 鈥淚t gives us an indication of where ticket sales are, where they should be, and how we’re tracking.鈥� After all, this helps quell the nerves, especially as ticket sales have gotten even more last-minute since the pandemic. Hesson reports 80% of ticket sales occurring in the last two weeks before an event, and that proved to be the case with the NY Waihi Beach campaign: purchases spiked in the last two days it ran.

Boost鈥檚 audience targeting helped Freq reach people most likely to buy.

Finally, Boost helped Hesson develop a powerful targeting strategy to reach event-goers. 鈥淐ustom audiences are a big thing for us,鈥� he says. 鈥淲hat I like about 91制片厂 Boost is that we can target previous ticket buyers and exclude them as well.鈥� Combine that with the ability to tap into Spotify interests, and you鈥檝e got a music industry secret weapon.

91制片厂 Boost drive sales and saves time

For Freq Group, the simplicity of having everything in one place and the built-in timesavers make Boost a must have.聽

鈥淚’m quite time poor,鈥� Hesson laughs, 鈥渁nd I still manage the marketing.鈥� Therefore, Boost’s intuitive interface and clear reporting helps him set up ads and understand their performance. As Hesson says, Boost has been 鈥渞eally beneficial to drive sales.鈥�

Ultimately, for event creators looking to run more-effective paid social ads (with less effort), 91制片厂 Boost is an unlock. Says Hesson: 鈥淚 definitely recommend it to other people, especially in the music industry, any music promoter 鈥� it would work really well for them.鈥�