Kendal Calling is a sell-out music festival that takes place annually in at Lowther Deer Park in the Lake District, Cumbria. Growing in popularity and size since its launch in 2004, the festival attracts 25,000 people annually to its 4-day event. Cover yourself in glitter, grab some sunglasses that your dad would have been proud of in the 80s and see what we mean.
The challenge was to increase brand awareness across existing and new customers for the following year’s line-up, and increase conversion rates within paid social media and Google Ads.
Already a popular festival, Kendal Calling needed a better understanding into which channel and audiences yield the best ROI, so they could invest accordingly. Recommendations also included streamlining tracking to effectively create different remarketing lists and lookalike audiences.
02. What we did
We identified three macro audiences that required different targeting and messaging across Facebook, Instagram, Google Search, and Google Display.
Making use of the customer marketing funnel, we created campaigns with different objectives to service each stage of the user journey (awareness, consideration, conversion and remarketing).
Streamlined tracking to enable full reporting of macro and micro goal completions.
After noticing there were more sales at certain times in the month, we adjusted campaign schedules and budgets to reflect this.
After noticing that certain audience groups were quicker to convert than others, we implemented different remarketing lists over different periods of time, to reflect this.
03. What we achieved
04. Technology used