Vici is a full-service digital advertising technology company. We specialize in white labeled solutions for media groups and advertising agencies including sales training, media planning, online ad buying, reporting, and optimization of campaigns. We do this by utilizing a multi-platform approach to digital advertising with best-in-class partner support.
Background:
A concert organizer was looking to drive sales to a 40th anniversary tour event filled with 80’s and 90’s nostalgia . They utilized a combination of digital advertising and a local radio station to highlight the event’s lineup.
Strategy:
The client wanted to reach concertgoers aged 35-64 who were interested in oldies and R&B music. To make that happen, we ran a Facebook/Instagram Premium campaign. We reached this target audience by using categories such as Latin American Music, Oldies Music, R&B/Soul Music, Hip Hop Music, Pop Music, Old-school hip hop, and Rhythm and blues music. We reached those interested in similar artists with categories like Shalamar (band), Cameo (band), Boyz II Men (band), Bobby Brown, Blackstreet (band), Dru Hill (band), En Vogue (band), Five Star (band), Gloria Estefan, Go Go’s (band), Jodeci (band), Johnny Gill, Keith Sweat, Montell Jordan, and TLC (band) as well.
We also ran a Social Mirror campaign. We reached this target audience by using categories such as R&B Music, Date Nighters, 1980s Music Listeners, 80s 90s and Early 2000s Music Lovers, Purchases - Tickets – Concerts, US Hispanic > Entertainment > Music Enthusiasts, African American Executives, and African American. Using a list of 289 keywords, such as ‘80s freestyle music’, ‘greatest hits of the 80s’, ‘New Edition concert tickets’, ‘Montell Jordan live’, ‘En Vogue tour’, ‘Lisa Lisa & Cult Jam’, ‘Lisa Lisa concert’, and more, we pinpointed consumers who would be interested in this concert and similar concerts, leading them to the client’s event after being served the ads. With AI, we used machine learning to target consumers based on who was engaging with the ads.
Both campaigns included retargeting from the client’s website, so that anyone who showed interest within the past 60 days could be targeted. With the radio station, the campaigns also utilized its listener database and used Custom Audience Matching to reach listeners while they were browsing online. The creative mixed single-image, story, and carousel ads to target them. We then created a Lookalike Audience to target with digital ads as well.
Results:
In less than one month, the client had a click through rate of 3.88% (over 55 times the national CTR average) – 253,572 impressions, and 9,847 clicks. There were 8,998 post engagements (actions such as clicks on CTA, clicks to profile, and site clicks), 289 event responses, 862 post reactions (likes and emojis), 141 post shares, and 42 post comments. 77 view through conversions and 86 click conversions served as well. And best of all, the client was happy with the results, “We saw an increase in ticket sales and loved that we were able to use first party data.”
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