What is Hydra? This is a driving party, modern music, dancing and the element of water. Hydra does not appear out of the blue, it comes where people who are ready to make waves and create the atmosphere of this event are. They came to us with a task: to help with the sale of tickets in an extremely short period of time. We had 15 days, a brand book, a guideline, a brief and a task: to attract as many people as possible to the event on the opening day of POOL Cruce de Mares. We set ourselves an ambitious goal of selling 400 tickets.
Instagram was chosen as the main platform for communication with the audience. This helped us to focus all the resources of the team and not disperse the advertising budget. Creating an SMM strategy and media plan took only three days. Communication included three directions: publications on the event page + their promotion and Stories to warm up page visitors, targeted AC on two TA segments and retargeting on the audience that interacted better with the ads. In addition, it was planned to attract two bloggers, headliners and promotion partners. The key message of the event was the HYDRA slogan: “Where are the waves?”. The message was broadcast throughout the content, and its purpose was to fuel the audience’s interest in the event. In addition, a ticket pricing strategy was created, the goal of which was to make a decision “here and now”, because one day of fluctuations could cost +10% of the ticket price. It proved its effectiveness, because 68% of tickets were bought in the first half of our advertising activations.
The most important stage of work on the project was the production of visual content: we had to prepare 12 publications, 36 stories and advertising creatives in the corporate style. Taking into consideration that the content must be agreed before the launch day of the AC, we involved two designers, a copywriter and two SMM specialists. In 14 hours of work, we made content that did not receive any comments from the client.
Cooperation with the blogger and the local community should be acknowledged within the scope of the work on the project. The time spent searching for the right blogs was worth it. We got over 2,000 subscribers in just two ads. Native announcements in social networks of partners and headliners of the project played a smaller role in gathering an audience, but +318 followers for “thank you” is a good result for “guerrilla” methods of promotion. Based on our new subscribers and those who interacted with AC, we formed the LAL audience. These ACs helped us realize the desired number of tickets and exceed the set KPI, because 622 tickets were sold. “That sounds more like a fantasy story than a possible case,” you’d say. And we will answer – absolutely not. After all, having a strategy, corporate symbols and rules for its use significantly saves time and resources. These things are the basis. By handing them over to an agency, you can count on an effective result. Sometimes even in such a short period of time, as in the case of HYDRA.
P.S.: Where are the waves?
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