Jay Shetty event

22. 9. 2019 DIGITAL MARKETING

CLIENT: Atelje Potovanje Duše

SERVICES: Google Adwords advertising, Facebook advertising, Instagram advertising, Landing page design

KEY PERFORMANCE INDICATOR: Return on ad spend (“ROAS”)

YEAR OF IMPLEMENTATION: 2019

2388 % return on ad spend

We established an efficient sales funnel to help fill the hall on Gospodarsko Razstavišče for performance of a world famous influencer Jay Shetty .

About the project

Jay Shetty is currently one of the leading influencers in the world. He has 4 billion views on YouTube, more than 20 million followers on Facebook and more than 4 million followers on Instagram. Forbes magazine also ranked him on their Forbes 30 under 30 list, which represents the 30 most influential people under the age of 30.

Shetty works with the largest brands in the world. He was invited to give keynote lectures at leading companies like Google, L’Oreal, Facebook, Coca Cola, HSBC, EY, Microsoft and Accenture. He is the recipient of many prestigious awards in the fields of influence, motivational speaking and digital content.

PROJECT OVERVIEW

The client—the organiser of the event (Potovanje Duše d.o.o.)—wanted to establish an effective online application system, which, in addition to Eventim’s ticket sales, would become the main source of all applications.

At Vodik agency, we established an efficient sales funnel for our client, which consisted of:

A LANDING PAGE FOR ONLINE APPLICATIONS

ADVERTISING THROUGH SOCIAL MEDIA (FB AND IG)

GOOGLE ADWORDS ADVERTISING

LEAFLET DISTRIBUTION

Challenges

Despite Jay Shetty being a world-renowned media personality, he was still relatively unknown to the wider Slovenian audience, and the ticket prices (an average of €161.5/ticket) were relatively high for Slovenian economic conditions.

Moreover, the client’s target customers, the community they are building around their brand and the services they offer deviates slightly from the circle of people Jay Shetty addresses. Thus, they were facing the challenge of informing those who were not within their reach.

SOLUTION

We first set up a landing page that was designed exclusively for the event. The date of the event was May 19th, 2019, but the page was launched ahead of time in January. At that point, it was important to set up Google Analytics metrics correctly, as well as the remarketing GTM code and Facebook Pixel, all of which provided a good basis for the paid advertising that followed.

As with any campaign of this type where an immediate effect is important and the audience needs to be targeted at a high frequency, we could not have started without a proper budget. This was explained to the client at the very first meeting. Nevertheless, budget spending had to be rationalised, especially since Google AdWords Display (Display Network) campaigns can use up a budget quickly and inefficiently. The strategy was to focus most of our Google AdWords campaign budget on the Display Network and establish some demographic restrictions, interest group restrictions, etc. Concurrently with the targeted traffic campaigns on Facebook and Instagram, we began to supply a large quantity of relevant traffic to the landing page.

The next phase was one of the most important for establishing an efficient sales funnel. A certain percentage of visitors who were brought to the site through paid advertising converted immediately, while remarketing campaigns were turned on for the rest. This way, we were able to follow those who had already visited the site and were interested in information about the event but had not yet decided to sign up. We then directed them back to the application. We triggered the sense of omnipresence, which greatly increased the rate of sign-ups and the overall visitor numbers to the site. In addition, we turned on the Google AdWords campaign on the search network at the same time for all those who were searching for keywords in google.si and enabled them to see our ad, thus directing them straight to the landing page.

The next phase was the optimisation of Facebook and Google AdWords campaigns, where we maintained the situation we created and focused the budget on the statistically most successful campaigns, ad groups and ad variations. It is also necessary to emphasise the extremely good cooperation of the client who constantly edited their Facebook page, thereby further engaging their circle of followers. At the same time, we also had three different pre-sale ticket prices and different bulk sale promotions which we successfully integrated into our campaigns.

RESULTS

2388 %

RETURN ON AD SPEND (''ROAS'')

From the end of January through to May 18^th of 2019, we achieved 616 conversions through the Event Registration Form. Considering that about half of the sign-ups were for multiple tickets (an average of 1.8 tickets per conversion), the number of conversions amounts to 1,109.

Just under 24% of all conversions were a direct result of the Google AdWords paid campaigns.

More than 20% of all conversions were a result of the direct landing page’s URL input, which means that we can attribute this as an indirect conversion partly to Google AdWords campaigns and partly to Facebook campaigns.

45 % konverzij je bilo izmerjenih neposredno iz Facebook kampanj.

Overall, the total advertising investment was returned 35 times.

2388 % return on ad spend

About the project