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Driving Success for Music Festival

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My vision for Yatra, New Zealand's annual music festival, was to showcase its unique essence and connect deeply with audiences.

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Over three months, I crafted a targeted, multi-format advertising strategy, using insights to create impactful ads that maximized engagement and brought the festival’s story to life.

My Strategy

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Detailed Audience Targeting

Leveraged Facebook and Instagram Audience Insights to target demographics, interests, and behaviours relevant to the festival audience.

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A/B Testing

Tested multiple headlines, visuals, and ad formats to maximise campaign efficiency by eliminating underperforming elements and scaling high-performing creatives.

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Diverse Ad Formats

Ran a combination of short-form ads, long-form ads, and carousel ads to to effectively capture users attention and maximize audience engagement.

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Creative Messaging & Themes

Designed messaging that emphasised the festival’s unique selling points optimised for building an emotional connection with the audience.

The Results

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Reach

389K+ Accounts across NZ

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Conversions

ROAS of 2.47

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Engagement

10K+ hours of watch time

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Clicks

35k+ to landing pages

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Cost Efficient

$0.15 CPC across campaigns

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