Festival ticket campaigns, multi-channel paid media, 2025 to present

The relationship

Ongoing paid media lead for one of the world's largest dance music festivals, across a milestone period: 20 years at Daresbury in 2026, 30 years of Creamfields in 2027. The remit covers the full ticket-sales funnel, from announcement and lineup launch to presale bursts and always-on conversion.

The challenge

Sell tickets at scale to a young, mobile-first audience, then expand reach to re-engage lapsed fans aware of the brand but dormant for years. Hold conversion efficiency while scaling through the highest-demand moments of the calendar. Prove that paid media beyond Meta could convert, not just generate impressions.

The approach

A five-channel architecture with a defined role for each platform, rebuilt from 2025 performance data.

Meta as the primary conversion engine, capturing demand from the wider mix through retargeting and lookalike expansion. TikTok scaled from a test budget to a core sales channel. Snap as the efficient conversion closer on price-led, urgency-driven creative. Google Display as the traffic and audience-building layer, driving low-cost site visits to feed social retargeting pools. YouTube introduced for awareness, including connected-TV placement between announcement and festival.

Creative was matched to funnel stage. Static and single-image ads to close, video to warm. Continuous testing on format, placement and audience throughout each window.

The numbers

(2026 to date)

Launch window highlight

During the February lineup launch, three channels (Meta, TikTok and Snap) each delivered above 7x return independently across an 18-day window. The result validated the multi-channel conversion model rather than a single-platform dependency.