Challenge
- Selling tickets through an online sales funnel and advertising campaigns on Meta and Google.
- Developing and implementing a strategy that generated a lot of interest in the exhibition.
- Creating an online experience centered on space and the exhibition via Facebook and Instagram.
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<CENTER><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fspacethq%2Fposts%2Fpfbid0375snUi3dXm7htkqyCPi2HKvJtawuBaveKqkFxagzHHg1UKPYPCLjjBDpZKYVFfSpl&show_text=true&width=500" width="500" height="748" style="border:none;overflow:hidden" scrolling="no" frameborder="0" allowfullscreen="true" allow="autoplay; clipboard-write; encrypted-media; picture-in-picture; web-share"></iframe></CENTER>
Result
As part of our strategy to bring the new SPA©E expo to as many people as possible through tailored content and storytelling, we developed several personas: geeks and gamers, families, schools and youth groups, TikTok users, Instagrammers, and influencers. On Meta (Facebook and Instagram), we used awareness ads (video teasers, Reels, and visuals) to reach our target audiences. People who viewed the ads were later retargeted via an image carousel to encourage them to buy tickets. On Google, we mainly targeted people searching for space-related terms, things to do on the weekend, and similar queries.
Sales totaled approximately 77,000 tickets.
We launched a Facebook and Instagram page a few months before the exhibition opened to build an audience and raise awareness about the exhibition. Through organic content and paid ads, we reached approximately 2 million unique users with that organic content.
<iframe src="https://www.instagram.com/reel/Ccm-UdBgaor/embed/" width="100%" height="600" frameborder="0" scrolling="no" allowtransparency="true"></iframe>
We developed a content plan featuring formats and topics tailored to each target audience. The exhibition’s content, along with the many activities and exclusive events (B2C and B2B) that took place, provided plenty of inspiration for creating a creative angle in our online storytelling. Experimentation and engagement were also key—think of a contest, a quiz, exploring TikTok, or having fun with an astronaut suit.
<center><iframe src="https://www.instagram.com/p/CcaNQwMtciX/embed/" width="100%" height="600" frameborder="0" scrolling="no" allowtransparency="true"></iframe><div class="tiktokgrid-1"><div class="ttwrapper"><blockquote class="tiktok-embed" cite="https://www.tiktok.com/@spacethq/video/7104193780944866566" data-video-id="7104193780944866566" style="max-width: 605px;min-width: 325px;" ><section><a target="_blank" title="@spacethq" href="https://www.tiktok.com/@spacethq?refer=embed">@spacethq</a> Out of this world dancing skills 😌👩🏼 🚀 <a title="fyp" target="_blank" href="https://www.tiktok.com/tag/fyp?refer=embed">#fyp</a> <a title="spacethq" target="_blank" href="https://www.tiktok.com/tag/spacethq?refer=embed">#spacethq</a> <a title="space" target="_blank" href="https://www.tiktok.com/tag/space?refer=embed">#space</a> <a title="antwerpen" target="_blank" href="https://www.tiktok.com/tag/antwerpen?refer=embed">#antwerpen</a> <a title="expo" target="_blank" href="https://www.tiktok.com/tag/expo?refer=embed">#expo</a> </section></blockquote></div></div></center><a title="jiggle" target="_blank" href="https://www.tiktok.com/tag/jiggle?refer=embed">#jiggle</a> <a title="dance" target="_blank" href="https://www.tiktok.com/tag/dance?refer=embed">#dance</a> <a target="_blank" title="♬ Jiggle Jiggle - Duke & Jones & Louis Theroux" href="https://www.tiktok.com/music/Jiggle-Jiggle-7075729123557100294?refer=embed">♬ Jiggle Jiggle - Duke & Jones & Louis Theroux<script async src="https://www.tiktok.com/embed.js"></script></a>
Want to check it out for yourself on social media? SPACE Xpo is no longer open to the public, but you can still find it online on Facebook, Instagram, and TikTok.
Credits
Social Media Manager & Content Creation: Anne Cabuena, Charissa Vantieghem
Traffic Manager: Cedric Gordier
Team Lead: Annelies Droesbeke
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