Selling out the ‘Original Jungle Festival’
Helping one of the world’s most special festivals tap into new demand through digital advertising
Envision • Case Study
Every year, people from all over the world gather in a celebration of art, music and nature right where the ocean meets the jungle on Costa Rica’s Pacific coast. Commonly referred to as ‘the Burning Man of the jungle’, it’s a hugely popular festival. However, making the journey to Envision requires a lot of planning and investment, which raises a barrier to ticket sales.
Paid Management • Content Strategy • Social First Content
Paid Media Management
TASK
“We want to sell out tickets before we announce the lineup”
Entering its 10th year, Envision wanted to take things to the next level. Like many festivals they were reliant on their lineup to sell tickets. Spekk was hired to shift this trend and sell out the festival before the lineup was announced.
It was immediately clear to us that to make this happen we would need to go beyond what’s normally included in a paid media management scope. Selling out a festival is no small feat in itself, but to do so without the help of big-name DJs is a true challenge.
ACTIONS
We took a firm grip of defining Envision’s desired audience
We subsequently adapted the brand, content and paid-social advertising to be laser-focused on serving this more-defined target group. We also completely redesigned the overall ticketing & sales strategy with the intention of creating more urgency earlier on in the sales cycle.
Simplified, the process could be summarised in 5 key steps:
1Defined the Audience and Customer Persona
After some digging we realised that Envision had a huge opportunity to expand its targeting to a subset of the Ibiza, Tulum and Burning Man audiences.
2Implemented More-Granular Targeting
We mapped out the online behaviours of this audience and devised a strategy to have our ads show up with much higher precision and frequency to this particular group.
3Adapted Existing Content Strategy to full-funnel thinking
Working with Envision’s existing video teams we challenged them to expand their output beyond their traditional aftermovie. We briefed them to produce a series of short-form content pieces covering every stage of the consumer journey; from grabbing their attention to step-by-step guides on how to make this trip a reality.
4Applied New Sales Strategy to Increase Urgency
We shifted from an “always-on-sale” strategy to a carefully engineered drop-based strategy that limited ticket availability through both timed windows and limited quantities. This not only allowed us to be more focused with our comms and budgets in few key moments - but also to drive scarcity and hype which drove higher purchasing behaviour in the audience.
5Launched a Campaign to Establish Credibility
In a time where Netflix’s Fyre Festival documentary had significantly eroded consumer confidence in music festivals, it was crucial to establish credibility. We developed a tactical campaign around Envision’s 10-Year Anniversary, putting their heritage front, right and centre in our communications.
RESULTS
We achieved the desired objective of selling out the festival tickets before the line-up dropped.
SOLD OUT • SOLD OUT • SOLD OUT •
SOLD OUT • SOLD OUT • SOLD OUT •
SOLD OUT • SOLD OUT • SOLD OUT •
SOLD OUT • SOLD OUT • SOLD OUT •
SOLD OUT • SOLD OUT • SOLD OUT •
SOLD OUT • SOLD OUT • SOLD OUT •
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We increased festival revenue by 48% compared to the equivalent period in the previous year.
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0 xWe sustained the hype into the following year with the 2022 launch seeing a 5.4X uplift in sales.
Yet the best result was seeing all the new faces on the jungle dance floor.
Spekk turned what was once a weakness into our greatest strength. They helped us capture the magic of the event and turn it into a cohesive sales and marketing strategy that tripled our revenue. We are forever grateful for our experience working with them.
Josh Wendel • Founder, Envision