Client: The Wicked Wallop by Kingpin Productions
Industry: Events
The Wicked Wallop is a free-to-attend event fuelled by the hot rod movement of the 50s, celebrating the world of classic cars, choppers, pinstripe art and pin-up girls, along with the spirit that defines the unique lifestyle.
A/B test: Testing the different types of audience targeting identified where the budget will be spent most lucratively.
Awareness: Ads ran to the new audience identified by the A/B test, with a frequency cap to prevent ad fatigue.
Conversion: Re-targeting the people that engaged with the awareness campaign decreased the cost per event RSVP. Event RSVPs were selected as the key conversion for its ripple effect on Facebook – “[Name] is attending this event”.
What do people do when they hear something on the radio and want to learn more about it? They Google what they remember.
Targeting the keywords and phrases most enunciated in the radio advertising script captured the search queries of interested audiences.
Targeting the masses: Featuring live performances and fringe activities targeted interest groups in complementary niches.
Collaboration: Featuring sponsors and brands involved encouraged cross-posting, leading to increased awareness of the event.
