Vidcon
Mohammad Al Hakim Mohammad     |     منذ ٥ سنوات

Problem:
VidCon is a US based conference that happens every year, owned by ViaCom, It's a conference that gathers all the Youtubers, Infleucners, and Online Content Creators.

It was launching in Abu Dhabi on March 2020 and the KPI was to sell 10,000 tickets with a budget of $200,000 targeting all GCC.

The payment gateway wasn't setup and people where getting redirected to a 3rd party ticketing platform (Ticketmaster) and we couldn't do any proper retargeting campaign to increase ticket sales.

Solution:
We had to funnel down the campaign into 3 phases, Awareness - Consideration - Acquisition. We used Facebook, Instagram, Snapchat, Twitter, Tiktok, Programmatic Ads, and Google Ads.

To build awareness, we delivered several long form videos with several messages to A/B split test what's the best approach.

Then to funnel down from a mass audience to a targeted audience, we retargeted all the users who engaged with the previous videos with an announcement of the influencers who are attending the event.

And finally to acquire sales, we retargeted the users who visited the website and didn't click on "BuyNow" with an offer to encourage them buying the tickets.

Results:
The funnel and Ad sequencing we did paid off and drove the expected results but everything went down due to COVID-19.

Total impressions: 100,000,000
Total Reach: 40,000,000
Total Tickets Sold: 6,500