- Be ready to take risks. If your strategy is foolproof, it’ll pay off!
- Always speak in your customer’s voice. It’ll link them to your brand like nothing else.
Our event marked a significant milestone as it was the first major Eid celebration held on-site following the challenges posed by COVID-19. Naturally, potential attendees had reservations and concerns to consider before registering.
This endeavor represented a new domain for our team, which had experience in event marketing but not at this scale.
We also grappled with the challenges of a substantial time difference, which occasionally hindered seamless communication.
Navigating the complexities of Meta Event ads proved to be quite the challenge. We needed to ensure that people not only RSVPed but also followed through by attending the event.
The Canadian market presented heightened competition, particularly with numerous events happening simultaneously.
Perhaps the most daunting aspect was the tight timeline we faced. We had just one month to achieve the desired results, adding pressure to the entire process.
As previously mentioned, dealing with Meta ads presented the challenge of effectively engaging people without paid promotion, which was not the case for the GTA Festival.
To address this issue, we opted to establish a well-structured funnel. The process commenced with garnering video views on platforms such as YouTube, Facebook, and Instagram. We then transitioned to event ads, aimed at boosting RSVP numbers, followed by engagement ads designed to gather valuable audience data. Finally, our funnel concluded with lead ads on Facebook and ticket registrations facilitated through EventBrite.
This strategic approach essentially automated our marketing efforts, leaving us with the tasks of ensuring our leads received their tickets, retargeting engaged audience members, and conducting email campaigns to remind everyone of the upcoming event.
Creating interest in a festival requires more than just an event; it demands a relatable content strategy. Our primary audience being the desi diaspora, we knew that our messaging had to resonate deeply with them.
To achieve this connection, we employed Urdu as our primary language for the campaign, which we aptly named “Des in Pardes.” This strategy hit all the right notes: it was not only easily comprehensible but also invoked nostalgia in our audience, fostering a sense of belonging. Moreover, the use of Urdu added a festive touch to our campaign, complemented by our exceptional designs.
When you aim to make a groundbreaking impact by uniting people in an unprecedented event, having a substantial budget to reach your target audience is crucial.
Fortunately, we were well-equipped in that regard. However, our challenge lay in optimizing every dollar to its fullest potential. Leveraging our Pixel learning to its maximum capacity, along with implementing well-honed audience setups and captivating visuals, we meticulously crafted a media plan. This plan ensured that we covered all the vital touchpoints, leaving no room for oversight in gathering crucial audience data.