37d03d is an alternative music experience, that shares a common vision of creating a space where music is being produced out of passion, active involvement and collaboration. At PEOPLE, musicians come together for seven days, creating unique and transitory experiences. People Festival is a beautiful exposure to the musically creative process of musicians finding themselves in new elements and dimensions, which simply arise from the chords of the artists.
Our part in this musical project was focused in the area of digital marketing, content production and running the paid advertisement campaigns, targeting larger German cities and capitals around the world.
In order to run paid advertisement campaigns for a festival with 160+ artists and no names highlighted, the creative content had to spark feelings of the collaborative, spontaneous and expressive nature, that is PEOPLE. The creative content is simple and awakens the audience’s curiosity, giving a high CTR (click-through-rate) on ads and cheap conversions.
To run and optimize paid-campaigns in such a big market (Germany and capitals around the world) implementation of tracking software was crucial, in order to receive data on the campaigns and audience. Through split-testing creatives and audiences, daily optimizations of campaigns made sure that campaign budgets were used to convert interested audiences to paying audiences and keep a positive ROAS (Return On Ad Spend).