STRATEGY

SUNDOWN

THE BRIEF

Sundown Festival is one of the leading festivals in the East of England, but sits within a highly competitive market with a young target market and low repeat ticket purchasers. We need to refresh the marketing strategy each year to ensure the message is heard and new audiences are reached, as well as repeat custom is maximised wherever possible. The launch in 2018 was set to introduce new branding and ticket types as well as the line up, so we needed to create a highly strategic campaign to make this clear from the offset, as well as capitalise on these milestones in the campaign.

SOLUTION

Our strategy included a full audit of previous years content, as well as a detailed competitor analysis to restructure our approach to the campaign and evaluate how to reach our new audience. We began with data capture & sign up phase prior to launch, channel planning and a Facebook live video to launch the full line up. With this we ran a competition to drive awareness of the event and build engagement, followed by a paid campaign targeting the engaged and sign ups. A video first content strategy that focussed on refreshing engagement pools for retargeting ran after this to ensure new audiences were constantly reached.

RESULTS

150,000+ Attendees over 5 years

129,065 Followers across social

In 2018 tickets sold out in record time, bringing tonnes of keen music lovers to Norfolk Fairground. From creating bespoke content for our core channels, and focusing more on Instagram and live content than ever before, Sundown’s fans are more engaged than ever. The live line up reveal on Facebook gained a total of 77k views alone, leading to a record breaking Early Bird Period.