Key Achievements
Overview
TVS MotoSoul 2024 roared to life on December 6-7, 2024 in Vagator, Goa, bringing together motorcycle enthusiasts from all over the world. This two-day festival was a celebration of speed, creativity, and camaraderie, packed with thrilling activities and electrifying performances.
Activities Galore:
Flat-Track and Dirt-Track Races: High-speed adrenaline rush as riders tackled challenging terrains.
Stunt Shows: Jaw-dropping manoeuvres that defied gravity and left the audience in awe.
Workshops & Sessions: Custom bike design, rider fitness, mental wellness, and engaging chats with racing legends.
Community Bonding: Group rides, team-building events, and sustainability workshops brought riders closer.
Star-Studded Lineup:
The nights came alive with electrifying performances by Vishal-Shekhar, Raftaar, KRSNA, DJ Akhtar, Gurbax & Many More making it a perfect blend of beats and bikes.
Challenges
Even with its massive fan base, TVS MotoSoul 2024 faced a few key hurdles:
Diverse Events for All: Balancing flat-track racing, workshops, and music performances to engage a crowd with varied interests required careful planning.
Clash with India Bike Week: India Bike Week, a well-established event with a massive fan following, was held on the same dates and location as MotoSoul in Vagator, Goa. Both events targeted similar audiences, creating stiff competition for attendees’ attention, media coverage, and resources.
BookMyShow Reliance: Instead of using a custom landing page, ticket traffic was routed through BookMyShow. While this improved conversion rates, it limited tracking, retargeting, and Meta ad optimization opportunities.
Early Targeting Challenges: Promotional campaigns began two months before the event, but most ticket buyers typically booked closer to the event date. This timing gap made it hard to drive immediate high-intent ticket sales early on, impacting initial campaign performance.
Our Approach
To overcome the key hurdles mentioned above, I developed the following Meta Ads strategy:
Targeted Two Audiences: I divided the audience into two main groups: those interested in Biking Activities and Artist Performances. Based on this, we created tailored messaging and creatives for each group.
Focused on Satellite Regions and Metro Cities: Goa is a popular tourist destination, making it hard to target a specific audience. Instead of targeting the whole country, I focused on cities within a 200 to 500 km radius of Goa, like Bangalore, Mumbai, Pune, Belgaum, Kolhapur, and Hubli. This strategy had some challenges, such as reaching users outside the targeted group, but precise targeting allowed us to focus on high-intent audiences.
Promoted Artist Lineup: While targeting bikers, I also strongly promoted the artist lineup, including Vishal-Shekhar, Raftaar, KRSNA, DJ Akhtar, Gurbax, and others, which helped attract domestic attendees.
Limited Tracking & Optimization: Since users were redirected to BookMyShow’s landing page, optimising based on off-Meta activities was difficult. I manually managed targeting, placements, and budget optimization rather than relying on Meta's suggestions, ensuring more accurate spending and better audience reach. The strategy was driven by logic instead of depending on algorithms.
Budget Optimization: As the event approached, I closely monitored and optimized the budget to minimize wastage and allocate resources efficiently when needed.
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.
