Case Study WOMADelaide
WOMADelaide's "find your people" digital campaign connects the iconic event with new festival-goers.
WOMADelaide’s small yet agile marketing team commissioned Fuller in early 2019 with a challenge to grow the event’s awareness among new, younger audiences, and increase presale tickets in 2020.
There was a particular focus on increasing four-day pass purchases, and local attendance for Friday night and Monday sessions.
WOMADelaide’s uniqueness as a festival means it is often overlooked, or dismissed, by the general public as a counter-culture “world music” event.
However, those who have experienced the Festival, if only for one day, understand that it is so much more than that. It’s about music, sustainability, food, family, dance, art and science.
Fuller identified a huge opportunity to reach and educate a broader audience about the hidden treasure that is WOMADelaide. With a renewed digital marketing and creative campaign we set out to encourage a new generation of music, dance, art, and sustainable living enthusiasts, all over Australia, to embrace WOMADelaide as a new tourism event destination.
The campaign began with a thorough digital audit which revealed key foundational challenges within the digital ecosystem that could be overcome through simple backend changes and updates.
Fuller assisted the WOMADelaide team to overcome these digital challenges with a month of digital setup prior to the campaign going live. This included installing Google Tag Manager, connecting Webmaster Tools, improving internal site linking, working through conversion rate optimisation, working with the ticketing vendor to improve checkout systems, and setting up Google Analytics correctly to ensure optimal tracking and audience insights.
Fuller then worked with WOMADelaide to workshop and launch a comprehensive digital content campaign, starting with creative concept development, including setting a design style, messaging, brand story, and a campaign tagline ‘Find Your People’.
The following content has since been produced and distributed to target audiences, each with a different purpose and intent within the marketing sales funnel of awareness, engagement and conversion:
- Written blog articles
- TVC brand campaign video
- Brand campaign billboard advertising
- 6 second social and YouTube video ads
- 15 sec product social and YouTube pre-roll ads
- Facebook carousel ads
- FB and Instagram image ads
- Google Display Network ads
- Google Paid Search ads
Results at December 2019 show that the WOMADelaide campaign reached over 700,000 people within the chosen target audiences. The blogs written by Fuller were pivotal in growing remarketing audiences and increasing time on site.
While it is still early days, year on year WOMADelaide ticket sales are ahead on previous years with 50% of sales coming from new visitors to the website, indicating that the goal of introducing WOMADelaide to new audiences is on track.