driving year over year results for
the monterey jazz festival
In support of their 66th annual festival, ASYMM partnered closely with The Monterey Jazz Festival to expand their audience & draw younger, more diverse attendees. We assessed targeting, flighting, and new testing opportunities across Social, Display, YouTube, Paid Search & Google Grant, as well as advanced measurement & creative support.
TL;DR…
52%
lift in
roas
42%
decrease
in CPA
142%
increase in
revenue
…Okay, now check out how we did it…
goals
Improve efficiencies YoY by yielding a 20% improvement to CPA
Diversify Festival demographics through younger audience acquisition
Unlock product tracking to allow real-time pivoting toward reaching 3-Day & Single Day Ticket sale goals
strategy
strategic flighting
A key element to the 2023 strategy was rooted in gaining a deep understanding for the complex ticket sale journey, aiming to sell as many 3-day packages upfront as possible while generating interest for single-day ticket on sale.
advanced measurement
ASYMM was able to unlock advanced tracking capabilities by working closely with MJF's ticketing partner to bring enhanced audience deployment based on how patrons were engaging with different ticketing options, in real time.
testing & optimizations
Allocating budget for testing into new audience segments & crafting unique messaging to these desired segments allowed for added optimization capabilities and swift strategy shifts based on real-time learnings.
phase 1
results
52%
lift in
roas
FROM IDENTICAL YOY
INVESTMENT
FROM IDENTICAL YOY
INVESTMENT
42%
decrease
in CPA
WITH DEDUPLICATED &
CUSTOM/CONSERVATIVE
ATTRIBUTION MODELING
142%
increase in
revenue
YOY INCREASE IN REVENUE
GENERATED FROM
YOUNGER AUDIENCES; 18-34
137%
CREATIVE SUCCESS
ASYMM partnered with MJF to develop new and refreshed creative assets for the final phase of the campaign. The new assets yielded significant improvement to performance and aided the Monterey Jazz Festival in pacing ahead of goal as they headed into the final push for the Festival.
decrease
in cpa
21%
increase
in ctr
52%
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