Event Overview:
On November 9, 2024, Astitv Entertainment presented an unforgettable evening at Mahakavi Kalidas Natyamandir, Mumbai, with the legendary Suresh Wadkar headlining the "Legends Live" concert. His soulful voice and the vibrant Vaishali Samant took the audience on a nostalgic musical journey, featuring timeless hits like "Tumse Milke" and "Chappa Chappa Charkha Chale."
The event was beautifully curated, with eco-friendly stage designs crafted by Kerala artisans, creating an immersive experience under the direction of Nikhil Nair. The audience was left captivated by the seamless blend of music, ambience, and heartfelt performances - truly a celebration of India's rich musical heritage.
Challenges:
Older Audience: The biggest challenge with this project was that the audience was older, and logically, they’re less tech-savvy and don’t prefer booking online. As a result, we initially saw a low CTR when the campaign started.
BookMyShow Reliance: Instead of using a custom landing page, ticket traffic was directed through BookMyShow. While this boosted conversion rates, it limited tracking, retargeting, and opportunities for Meta ad optimization.
Limited Budget: The limited budget made precise targeting difficult and left little room for experimentation, which was a major challenge.
Limited Time: I had very little time to run ads and drive sales, so I couldn’t afford to test too many ideas.
Slow Creative Production: The client's creative team was swamped with offline marketing tasks. In Meta Ads, testing multiple creatives is crucial to avoid wasting the budget.
How I Overcome Challenges:
Targeted two sets of audiences: We divided the target audience into two main groups: one interested in Bollywood classical songs and the other in devotional songs (which are popular among older age groups). Based on this, we created messages and visuals tailored to connect with each group effectively.
Tested various CTA’s: I tested 30 creatives in a month, stopped the ones that didn’t perform, and optimized the BookMyShow page and campaigns using the messaging and CTAs that worked best.
Limited Budget, Tracking & Optimization: With a limited budget and a third-party landing page, optimizing the campaign for off-Meta activities wasn’t possible. So, I took manual control of targeting, placements, and budget optimization instead of relying on Meta’s suggestions. The entire targeting strategy was driven by logic rather than depending on algorithms.
Budget Optimization: I kept a close eye on the budget and fine-tuned spending as the event got closer. This helped me avoid waste and allocate resources only when needed.
Slow Creative Production: The client’s creative team was overloaded with work for other marketing needs, causing delays. I stepped in and took charge of creating content for Meta Ads myself. This let me test creatives faster without waiting on the client’s team.
Results
By implementing these strategies, we effectively engaged the audience, maximized budget efficiency, and successfully sold thousands of tickets online.
Despite numerous challenges, we made the event a success, and the audience thoroughly enjoyed the vibe.
