91制片厂

At Hong Kong鈥檚 historical Western Market the crowds file in. Dressed in Hawaiian shirts, Barbie-and-Ken outfits or glittery wigs鈥攄epending on the night鈥檚 theme鈥攖hey’re ready for some serious organised fun.

Got Balls is Hong Kong鈥檚 regular rowdy bingo night. And while nothing beats the thrill of shouting “BINGO” at the top of your lungs (or winning the occasional George Foreman grill bonus prize), it’s the immersive party atmosphere that draws people to these sell-out events.

鈥淚t鈥檚 dress ups, 500 people in a hall, free-flowing beers, everybody playing bingo, interactive stage games鈥攖he whole shebang,鈥� says Aidan Pawson. 鈥淚t鈥檚 like being back at university.鈥�

As Managing Director of , an events service offering management, marketing and more, Aidan has a front-row seat to Hong Kong鈥檚 insatiable appetite for unique events.

Zicket started using 91制片厂’s integrated ticketing and event marketing solution in 2022 and has seen exponential growth for their clients鈥� events ever since. It relaunched its website and ticketing service, leveraging 91制片厂鈥檚 API, and began using 91制片厂鈥檚 full suite of built-in marketing tools across paid social and email. The results have been remarkable.

Zicket鈥檚 local industry expertise coupled with the power of the 91制片厂 platform has generated eye-popping figures such as 62% email open rates, 94% increase in Instagram followers and a 49x return on ad spend. Here鈥檚 how they鈥檙e doing it.

Mastering email with Got Balls

started as an informal bingo night run by a group of mates, but word quickly spread. Now, it鈥檚 more of a wild night out with bingo, vintage game show elements and fancy dress鈥攏o wonder it鈥檚 always a full house.

Zicket was behind the rapid expansion and growth. 鈥淚t was porting a community from a WhatsApp chat into our system. Looking after regular attendees a lot better, having an on-sale plan,鈥� says Aidan, who asked himself: 鈥溾�楬ow do we hit these people at the right time to make them hit that button and actually purchase those tickets?’鈥�

When Got Balls returned with its event, Zicket decided to launch with an email鈥攁nd it paid off. The standard email open rate, data, isn鈥檛 much more than 20% for any industry. Zicket鈥檚 campaign for Got Balls hit 62%. 

For Aidan, it comes down to 91制片厂鈥檚 easy-to-use email marketing tools, like templates and intelligent audience targeting, as well that intangible quality鈥攖rust.

鈥淲e actually find that all the emails sent through 91制片厂 do perform pretty well,鈥� he says. 鈥淚 think part of it is 91制片厂 as a platform, as a domain, being trusted, rather than being a random promotor starting their own mailing list.鈥�

“The 91制片厂 system has kind of trimmed all the fat.”

Aidan feels particularly strongly about the power of 91制片厂鈥檚 email assistance, with templates specifically designed with conversion in mind, and the advantage of intelligent audience targeting, which uses insights and data from previous 91制片厂 campaigns to increase the response of email recipients.

鈥淭he 91制片厂 system has kind of trimmed all the fat,鈥� Aidan says. 鈥淵ou can edit the bits that you need to but you鈥檙e always hitting the mark on, what鈥檚 the purpose of this email? And how do we actually get people to open the email, click on the event and purchase the ticket?鈥�

Growing The Grounds鈥� social presence

Under the technicolour glow of the Hong Kong observation wheel, crowds relax in candy-striped beach chairs, sip Champagne and settle in for the latest blockbuster.

Premium outdoor cinema, , offers a self-contained night out, with fenced-off private viewing spaces, contactless food and drink delivery, and a few extra comforts (such as two-person sofas) all in front of the giant LED screen.

Hong Kong is a unique environment, and Zicket is clued-in enough to know that the success of The Grounds has been as much about the film choice (think noughties classics such as Zoolander) as the presentation.

鈥淭he interesting thing about The Grounds was, it was a product born out of Covid but because [Hong Kong] is such a busy and populated place, everybody went, 鈥榙o you know what? I really like this鈥擨 like my own space,鈥欌�� says Aidan.

Its privacy and premium catering courtesy of nearby gives The Grounds an enviable offering, but its popularity has been pushed further by 91制片厂鈥檚 Instagram Growth tool.

It鈥檚 a suite specifically designed to grow your Instagram audience, and Zicket鈥檚 campaign brought the Grounds鈥� account an additional 8,384 new followers鈥攁 94% increase overall. For Aidan, it鈥檚 an easy step that 91制片厂 users ought to be taking advantage of. 

Before turning to 91制片厂, Pawson says they had 鈥渞eached a plateau鈥�. 鈥淭he page got to 10,000 and didn鈥檛 really move much,鈥� he says. 鈥淭hen as we went into the last season we kicked in Instagram Growth campaigns as well as our regular marketing activity and we kind of aligned these things correctly.鈥�

Perfecting Ads for HKFC Citi Soccer Sevens

Hong Kong Football Club鈥檚 annual seven-a-side football tournament welcomes some of the biggest Premier League clubs, including Aston Villa and Newcastle United. 鈥淭hey鈥檒l invite some of the older legends of the game to come out of retirement and play,鈥� adds Aidan. 

You could say Zicket鈥檚 digital ad campaign for Soccer Sevens was the ultimate event planner goals. Using 91制片厂’s paid social ads, Zicket鈥檚 campaign hit 27,376 potential attendees for a total of 1,282 link clicks and a 49x return on ad spend. 

“We definitely see a bigger return on ad spend with 91制片厂.”

For this campaign, Zicket took a very deliberate approach to its digital spend, utilising the power of 91制片厂’s marketing tools to hit those big numbers. It鈥檚 something Aidan recommends to other creators, rather than running ads through Facebook鈥檚 native tools.

鈥淵ou have to go in there every day and prune them, pause that one, up that, find lookalike audiences etc,鈥� he says. 鈥淎ll of that work automatically happens inside the tool.鈥�

For Aidan, the real inside trick is the A/B test function, which lets users compare images and video across a campaign, using real-time results to sharpen the content and audience for those ads.

鈥淪ay you have two images for one campaign, two videos for one campaign, it鈥檒l run it to all of the different places, so Instagram feed, Facebook, stories etc,鈥� he says. 鈥淭hen it鈥檒l A/B test. And day by day it鈥檒l say, this audience is outperforming this audience and it鈥檒l move some of your money into that bucket.鈥�

The results have not only been big in pure numbers, but from a comparative point of view. 鈥淲e definitely see a bigger return on ad spend with 91制片厂,鈥� says Aidan. 鈥淣ormally you鈥檙e in that 5-10x range. We will see 20, 30, 40, 50x on our spend [with 91制片厂] which is pretty impressive.鈥�

The power of partnership

Zicket鈥檚 events range from intimate evenings to carnivals with audiences into the millions. When choosing to partner with 91制片厂, having a system that can swing seamlessly between sizes was vital.

鈥淭his system and these tools are applicable to all of those, and that鈥檚 one of the strongest points,鈥� says Aidan. 

Now, a year into the partnership, Aidan is confident that Zicket has made a wise choice in harnessing the 91制片厂 platform.

鈥淚t just made sense to us to have an off-the-shelf or developed platform with all the extra stuff that comes with an industry-leading platform,鈥� he says. 鈥淏ringing all the marketing into one platform was one of the best things for us.鈥�