Overview
Half Eaten Donut a specialised digital marketing agency in the event space, partnered with the 4×4 Brisbane event to drive awareness, ticket sales, and build a loyal email list. This case study explores the comprehensive digital marketing strategy, execution, and results of the 4×4 Brisbane campaign for 2024
Objectives
- Awareness: Inform the target market about the event and cookie them for retargeting.
- Ticket Sales: Target off-road, 4×4 enthusiasts and camping enthusiasts.
- Email List Building: Retain the audience within the sphere of influence for future events and partnerships.
Strategy
HED deployed a multi-channel digital marketing strategy focusing on Facebook, Instagram, Google Search, Performance Max, YouTube, TikTok, and LinkedIn.
Key Activities:
- Facebook & Instagram: Targeting a broad audience of 4×4, off-road vehicles, camping and broad audiences.
- Google Search: Utilising high-relevance keywords and competitors’ keywords.
- Performance Max: Leveraging AI campaigns targeting specific audience segments.
- YouTube & TikTok: Video ads for engagement and traffic.
- LinkedIn: Broad targeting for general outdoor interests and segmented audiences.
Results
The campaign generated impressive metrics across all platforms, highlighting the effectiveness of the integrated digital strategy.
Overall Performance :
- Impressions: 6.3M
- Reach: 1M+
- Clicks: 69K+
- CPC: Below industry average by 15%
- ROAS: 930%