Bloom Festival
Three years of steady, measurable growth — cheaper clicks, bigger reach, and the first year we could finally track ticket sales all the way through.
Category: Events · Services: Meta Advertising, Programmatic Display, Campaign Management & Tracking, Audience Strategy, Conversion Tracking
Results at a glance
Big Head Digital’s Meta event marketing for Bloom Festival nearly doubled landing page views from 2022 to 2023 and reached over 500,000 people in 2023. Programmatic display complemented Meta, and ticket-purchase tracking was first implemented in 2024; traffic growth is not claimed as booking growth.
- Landing page views: Nearly doubled: 2022–2023
- 2023 reach: Over 500,000 people
- Sales measurement: Ticket-purchase tracking added in 2024
The challenge
This multi-week regional festival features dozens of individual paid and free events, each needing awareness and ticket sales support within a single campaign. Year on year, the challenge was the same: drive more people to more events, more efficiently, while building the tracking infrastructure to eventually prove ticket sales — not just traffic.
Our solution
Big Head Digital ran a sequential Meta campaign each year for Great Southern Treasures — building awareness first, then shifting focus to the Great Southern region as the festival approached, and remarketing to warm audiences throughout. Each year built on the last: cost efficiencies were banked, new channels (like programmatic display) were tested, and in 2024, purchase tracking was implemented for individual ticketed events for the first time.
Strategy
- Sequence the campaign to match the festival's own timeline — Awareness first, then a shift to regional targeting as the festival neared, followed by remarketing to warm audiences throughout — a structure repeated and refined every year.
- Bank efficiency gains year over year — Cost per click and cost per impression both improved substantially from 2022 to 2023, giving more reach and traffic from a similar budget.
- Test new channels without abandoning what works — Programmatic display was added in 2023 as a low-cost awareness channel, layered alongside the proven Meta approach rather than replacing it.
- Build the tracking before chasing the metric — 2024 saw the first successful implementation of purchase tracking on individual ticketed events, laying the groundwork for genuine ROAS reporting in future seasons.
Results
- Big Head Digital’s Meta event marketing for Bloom Festival nearly doubled landing page views from 2022 to 2023 and reached over 500,000 people in 2023. Programmatic display complemented Meta, and ticket-purchase tracking was first implemented in 2024; traffic growth is not claimed as booking growth.
- Nearly doubled landing page views between the campaign's first and second year
- Meaningfully reduced both CPM and CPC year on year, stretching the same budget further
- Successfully added programmatic display as a new, cost-effective awareness channel in year two
- Implemented ticket-purchase tracking for the first time in 2024, setting up genuine sales measurement for future seasons
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