1. Case Study
Results
• 30X ROI on spend on Facebook Ads from sale of tickets
• 10,500 tickets sold directly using Facebook Ads
Promoter of music festivals achieves 30X ROI • 35% of all ticket buyers were invited by a Facebook friend
on Facebook advertising spend to the event
Goals “For the Eristoff Invasion, Facebook drove more ticket
Only Much Louder (OML) used Facebook to promote its buyers than television/ radio and outdoor advertising.”
Eristoff Invasion by:
• Increasing awareness about the event Shreyas Srinivasan, Business Head, Digital
Only Much Louder
• Generating awareness for Eristoff
• Driving ticket sales
Approach
Build
OML created a Facebook Page to spread the word about
the Eristoff Invasion:
Connect
• Chose cover photo of a live performance and
Engage Build Engage
selected a festival poster as the profile picture
Reach
• Created Events to promote the festival
Build
Influence
Connect
The organizer ran Facebook Ads to drive users
to the Page.
Engage
• Interests targeting was used to reach
Reach
a selected group of users
Influence
• Users were targeted geographically based on
the cities in which the event was planned
Build
• Events were advertised to prospective fans
who could RSVP directly through the ad
Connect
Engage
The Eristoff Invasion Page was used to engage with fans
before, during, and after the music festival.
Reach
• Prior to the beginning of the Festival, regular updates
Influence
were posted about the pre-parties and other good-to-
Connect Influence
know information to generate interest in the event.
• During the event, pictures and videos of each show
Build were posted with updates on upcoming events.
Connect • After the event, OML shared press
and media coverage of the event with
Engage Eristoff Invasion is a music festival in India. In 2012, it was
fans through its Facebook Page.
Reach headlined by David Guetta. Only Much Louder (OML) was the
Once they built a base of fans for their Page, OML took promoter of the event.
Influence
advantage of Facebook Ads to generate word-of-mouth https://www.facebook.com/invasionfest
about its events at scale.
• Friends of connections targeting was used
to reach friends of the fans of the Page.
• Sponsored stories were used extensively
to generate new fans for the Page.
Facebook: Building Essential Connections