Clicks, Conversions, & Craft Beers: A Spring Event Success Story

Earlier this spring, we partnered with a local events team to help promote one of their most-loved tasting festivals, think wine, beer, music, food, and vendors. Our job? Help them get the word out, get people excited, and most importantly get people to buy tickets.

We had just a few weeks, but thanks to smart targeting, eye-catching creative, and a digital game plan that actually works—we made it happen.

Reached Past Visitors Up to 12 Months Later

We ran a mobile-to-social campaign, which is a fancy way of saying we served ads to people on their Facebook and Instagram social media feeds while they were in specific locations (like breweries, or even past tasting events). We used what is called lookback geofencing, which means we were able to deliver ads to people who had visited similar events or locations up to 12 months ago. Yes, your phone remembers.

The Strategy and Targeted Demographics

• Targeting people 21+ in the Omaha area looking for a fun weekend out.
• Using keywords like "girls weekend", "spring events", "beer tastings", and more.
• Focused on people who had attended past events or were interested in outdoor festivals.
• Ran static ads through mobile geofencing + video ads on Facebook and Instagram.
• Tracked results using both our own analytics tools and Eventbrite's platform.

The Results

• 462,310 impressions (aka the number of times the ads were seen)
• 4,917 people engaged with the ads (likes, shares, clicks)
• 407 clicked on the ad to learn more about the event
• 96 of those people actually showed up in person to the event

All together, the campaign brought in an estimated $7,680 in ticket sales, with just $2,500 spent on ads. That's about a 3x return on investment. Even better? Nearly 1 in 4 people who clicked on the ad ended up actually attending the event. For a local campaign, that kind of conversion rate is seriously impressive.

While we were able to track 96 verified attendees who clicked on an ad and then showed up at the event, it's important to note that based on the number of impressions we delivered and amount of engagements, people saw the ads and may have bought their tickets at a later date, through a different device, or directly on Eventbrite without clicking the ad. Strong reach and engagement almost always influence more people than we can directly measure through foot-traffic attributions.

Why This Matters

Digital ads don't have to be random. When done right, they can actually get people off their phones and out to local events. And we are all about helping local businesses and event organizers make that happen with strategies that are smart, creative, and fully trackable.