Engaging New Audiences for the Super Bowl Gospel

The Challenge

The team behind the concert knew they needed a social media marketing strategy, but they weren’t sure how to deliver it. They didn’t have a particularly clear understanding of their target market and their growth strategy for social media was unclear because budget, content and activity were not effectively aligned.

Fundamentally, all these issues come down to the lack of a clear and robust marketing plan with measures for ticket sales, social media growth and general awareness raising.

The concert organizers met a number of agencies to plan the delivery of their social media marketing. They chose us on the basis of our track record, the evidence of our success with other clients and our team’s knowledge, experience and expertise.

Our Solution

We worked with the client to identify the main objectives for their social media strategy. The two primary objectives were to:

1. Increase ticket sales to the live concert event

2. Raise awareness of the airing of the show on the broadcast network, BET.

Once we had established these objectives we were able to develop a social media strategy which would include paid advertising across Facebook, Instagram and Twitter, the three platforms which we knew would resonate most with the concert audience. This was supported by the internal PR team who would share our content with digital outlets and influencers in the market.

Our strategy included in the development of a social media content calendar built around the story of the concert, showcasing previous talent, introducing players and highlighting partnerships with event sponsors. This content was carefully curated to engage individuals, encouraging them to share content and engage online while the concert was being broadcast.

Our paid advertising campaigns were informed by careful analysis of target audiences, using geographical data and consumer behaviour intelligence to deliver a focussed campaign which would ensure the right adverts were targeted at the right audiences.

We also provided monthly reports to our client detailing the effectiveness of the campaigns we were running, with page insights, growth numbers, followers and engagement.

The Results

We achieved some great results with a 10% increase in Facebook followers, a 9% increase in Twitter followers and an impressive 60% increase on Instagram. Our paid advertising campaign delivered really impactful return on investment:

• 3 million social media impressions

• 900,000 reach

• Achieving the number 1 social ranking for late nigh Cable TV specials

• All available seats for the show were sold