Now in it's 3rd year, The Leeds Digital Festival has quickly grown to be one of the biggest and more exciting events in the Northern digital calendar. Being right on our doorstep, we wanted to do our bit to make sure the Festival was as big a success as it deserved, so offered up our PPC skills to deliver an advertising plan that would drive as many people as possible to the great lineup of events on offer, and here’s how we did it…
Three key phases
Pre awareness and audience building
Whilst the Festival grows every year in size and popularity, it is still in it’s relative infancy. An important part of our strategy was to identify key audiences, containing people within the digital industry and within a nearby radius to be likely to attend the events. We wanted to help grow the LDF accounts at the same time as this, giving us a bigger organic audience as the campaign went on. We ran these ads a month before the festival began, which provided ample time to optimise and tweak as the campaigns progressed. During this phase we saw a 56% increase in Facebook Likes, of which over half were driven directly by advertising activity.
Event sign ups
During this second phase of activity our focus changed to ramping up attendance at all festival events. Whilst some events, such as Code In The Dark, Algorave and The Kids Coding sessions were already filling fast, there were over 100+ talks, workshops and events across the city during the week so we liaised with the LDF team to get a list of high priority events to push. Carousel and Canvas adverts were used here as these formats are more focused on promoting various different aspects, compared to a single image advert, which usually has just one CTA.
Supporting the festival, and boosting event attendance
Finally, once we had laid the groundwork in the first phase, increased attendance at key events in the second, we needed to look at how best to support the festival as it was happening. We provided this by updating the carousel ads mentioned previously and tactically supporting and boosting any organic posts on the LDF pages.
We created custom audiences across all of these platforms,constantly monitoring and refining as the campaigns progressed.
2017 top line stats
- 1.6m Impressions
- 20,984 Clicks
- £0.30 cpc
- 1.26% ctr
- 475 Facebook Likes
- 202% yoy like increase
Year on Year Comparison
“Engage Interactive helped the 2017 Leeds Digital Festival to raise its awareness in Leeds and in other key areas. With only a small increase in the budget from the previous year, Engage greatly increased the number of impressions, clicks and likes, the latter by a staggering 220%. The team also produced a number of memorable creative pieces, which we used to great effect across different types of media. It was real pleasure to work with Engage; the whole team was enthusiastic and professional, and made a huge difference to the overall success of the Festival.”