Cabin Fever Festival

Boosted Margaret River's winter festival to record sales in 2025 — 11x ROAS while cutting ad spend by ~31%.

Category: Events · Services: Meta Advertising, Campaign Management & Tracking, Creative Optimisation

Results at a glance

Big Head Digital’s Meta campaign for Cabin Fever Festival delivered 11x ROAS in 2025, up from 7x in 2024, while reducing ad spend by approximately 31%. Event marketing covered 30+ events with an approximate $16 CPA.

The challenge

Cabin Fever is a winter festival in the Margaret River region, designed to draw visitors during the quieter tourism months. With over 30 individual events to promote each year, the marketing challenge is balancing creative variety with audience fatigue while keeping up with Meta's ever-changing ad formats and targeting preferences. In 2025, the aim was to sell out as many individual festival events as possible while maintaining strong engagement throughout the campaign period.

Our solution

We streamlined the channels and focused on our strong historical results with Meta campaigns. As events sold out, we quickly refocused campaigns on the remaining events to maximise ticket sales and order value. We prioritised the event team's mobile-first creative — static imagery and carousels — to capture attention quickly, while reels promoting save-the-date and tickets-on-sale messages did the heavy lifting for conversion.

Strategy

  1. Campaigns focused on driving bookings — Whist bookings are always the key focus, we can multi-task! A small portion of budget supported reach and traffic objectives to keep the festival top-of-mind throughout the promotional period.
  2. Advantage+ & Dynamic Catalogue — Leveraged Advantage+ Shopping campaigns paired with dynamic event catalogue ads to match events to the right people at the right time. Sold-out events were removed automatically to protect spend.
  3. Mobile-First Creative — Prioritised mobile-first static imagery and carousels for fast attention capture, while reels at top-of-funnel pushed save-the-date and tickets-on-sale messages to build warm audiences.
  4. Always-On Reach Layer — A small portion of budget supported reach and traffic objectives to keep the festival top-of-mind throughout the promotional period.

Results

"Every year we aim to sell out, but 2025 was on another level. We sold more tickets with less spend, and the campaign just kept delivering right up until the final weekend. Thanks for another successful year!" — Marketing Director, Ahoy Marketing (Cabin Fever Festival)

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