Eventbrite

Eventbrite “Made For Those Who Do“

CHALLENGE: Almost everyone has purchased a ticket through Eventbrite, but none of the people we spoke with knew they were a tech brand with their own platform to help you find local events.

SOLUTION: The best part about the Eventbrite platform is that it’s unfiltered. From naked yoga to sword fighting to hot sauce festivals; if you want to create or attend any event imaginable you can do it on Eventbrite. So we launched Eventbites first external marketing campaign with internal efforts and brand-awareness advertising that highlighted real events in each of our markets speaking to communal experiences “Made for those who do.” We sifted through thousands of real events to find the most interesting ones to highlight in our hyper-localized campaign in Brooklyn and Atlanta.

RESULTS: Eventbrite found their voice and North Star. They grew their social community to over 100K followers. Our campaign hashtag and murals were shared on Instagram almost 2000 times. Our Daybreaker launch party event sold out, covering our costs. And our cost-saving social media strategy to use micro-influencers to share our story paid off with an influencer engagement rate 45% higher than the industry benchmark. Our 10 Influencers loved the concept brief we pitched them so much they shared 13 additional posts for free, an added value of 2 million impressions.

Custom Murals:

We partnered with local artists Mike Perry (BK) & Greg Mike (ATL) to create custom murals inspired by 150+ Eventbrite events happening in each market during our campaign flight.

Subway Boards + Bus Shelters:

We created 10+ unique placements in each market.

Influencer Campaign:

We partnered with niche influencers who embodied the true essence of ‘Do-ers’’ to launch our “Week of Do” social media challenge. This challenge encouraged influencers to get out of their comfort zones by attending 1 new local Eventbrite event every day for a week. Then they shared their experiences with their followers and encouraged them to get out there and do the same. Each post linked out to a Eventbrite Collections Page, curated by our influencers that highlighted their favorite local events with quick links to purchase tickets. With just 10 carefully selected micro-influencers our social campaign reached 5.7 million people with just 30 posts and performed 45% above the industry benchmark for engagement.

“Chasing the Sun” Daybreaker Launch Event:

We kicked off our campaign with a Daybreaker sunrise dance party on the longest day of the year, Summer Solstice. On June 21 Brooklynites poured into Elsewhere at 5:25am, just as the sun rose to celebrate getting out there and doing more with us this summer. Attendees participated in a number of “sun-themed” experiences that we planned according to the Sun’s position. We brought in local creators that we found on the platform to host a Summer Solstice themed carnival of Eventbrite events. From a ‘rise with the sun’ guided meditation to crafting St. Johns Wort flower crowns historically known to ward off evil tempers during summer solstice; the programming reflected the many ways people celebrate the longest day of year around the globe. We also had an “Imagination Station” where guests could submit a dream event that they wanted to bring to life.

Results

• 41 Million Impressions (12 week campaign in two markets)

• Influencer engagement rate was 45% higher
  than industry benchmark

• Our 10 Influencers loved participating in the campaign
  so much they shared 13 additional posts for free,
  an added value of 2 Million Impressions

• Mike Perry’s most detailed work to date

Agency:  Giant Spoon
Creative Team:  Sarah Romanoff, Marisa Milisic, Joe Fotheringham & Chris Welsby