Haven Festival combines food, beer, music and art in a two-day festival at Refshaleøen, Copenhagen. MELT was responsible for the development, implementation, and execution of the communication and marketing efforts, which had the purpose of building the brand, selling tickets, and building a fanbase on social media for future reference. Methods used was a combination of SEM, paid campaigns, offline, outdoor, and communication via social media, website and newsletters.
Through set KPI’s, Melt had a very clear sales focus. The campaigns were built based on marketing funnel, creating a big impact in the awareness phase through captivating, creative, and increasing content. During the consideration phase, target groups, that had shown a larger interest for HAVEN, were hit with re-targeting campaigns in order to maintain a high ROI. In the conversion phase, campaigns with clear selling points, urgency texts and more specific content for each target group, based on their interests and demography, were developed.
Amount of sold tickets: 20,000 (15,000 partout + 5,000 one-day for both Friday and Saturday).
Facebook followers: Increased from 3,000 – 16,800. 460% increase.
Instagram followers: Increased from 300 – 6,500. 2,066 % increase.
HAVEN visual identity by Hvass & Hannibal
Photos by Morten Rygaard