Challenges
- Selling tickets through an online funnel and advertising campaign on Meta and Google.
- Conceived and developed a strategy that generated a lot of interest in the expo.
- Create online experiences around the space and the expo via Facebook and Instagram.
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Results
We developed a number of persona within our strategy to bring the new SPA©E expo to as many people as possible via custom content and storytelling: geeks & game lovers, families, schools & youth groups, tic-tacs - instagrammers & influencers. On Meta (Facebook and Instagram) we used awareness ads (video teaser, reels and visuals) to reach our target audiences. Those who viewed the ads were then retargeted via an image carousel to encourage them to buy tickets. On Google, we primarily targeted those searching for space-related search terms, what to do on the weekend…
Sales ticked off at just under 77,000 tickets sold.
We launched a Facebook and Instagram profile a few months before the expo opened to gather audiences and bring awareness about the expo. In doing so, through organic and paid ads, we reached about 2 million unique users on that organic content.
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We developed a content plan with formats and topics aimed at each of the target groups. From the content of the expo and the many activities & exclusive nights (B2C and B2B) that took place, we could get a lot of input to give a creative touch to the online storytelling. Also experiment & engagement could not be missing here. Think of a contest, a quiz, TikTok exploring or 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> <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</a> </section> </blockquote> <script async src="https://www.tiktok.com/embed.js"></script></div></div></center>
Take a look for yourself on social media? SPACE Xpo, no longer visit but can still be found 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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