Miami is an event town. There is always something going on, and there is always plenty of competition. The competition increases threefold during the first week of December when Art Basel descends on the city.

YELLE is a French pop-band, and they were concluding a 14-month tour when they were scheduled to hit Miami right in the middle of Art Basel. Miami has the reputation of being a 'walk-up' city, meaning most tickets are sold at the venue on the day of the event, but during Art Basel there is no such guarantee. YELLE asked us to do some advertising on Facebook in an attempt to bolster pre-sales.

We ran a variety of ads in the two weeks leading up to the event. The first ad targeted people in Miami who already liked YELLE's artist page on Facebook. It was a relatively small number of people out of the 220,000 that are fans of YELLE on Facebook, but we targeted these people very aggressively since they were already aware of YELLE, and even better, probably already a fan of their music.

We managed to reach every single one of the Facebook fans YELLE have in Miami. In fact, on average, each person saw the ad almost 120 times. Ultimately, 83 people, or about 8% of the pool, clicked the ad which linked directly to the point of purchase. We spent a little bit more than the cost of a single ticket to the event for this ad. With tickets going at $33 before service charge, we're confident we earned the band a return on this investment.

The second ad we ran was a general ad, targeting people with interest in several keywords including, #Dance music, #Dance-pop, #Electronica, #Ultra Music Festival, big concerts, concerts, electropop and the opening act on the tour, Housse de Racket. As you can see, the idea was to target people who like large scale music events-- which is what we were selling. YELLE's shows are spectacles, led by the endless energy of front woman Julie Budet. 

We managed to reach 26,000 people in Miami with this ad. Each person saw the ad about 35 times, and 278 people clicked through. Five ticket sales from those 278 people would be enough to cover the our investment.

Ticket sales picked up as we got closer to the show, but we still had quite a bit of budget to work with. We made a final push on the day before and day of the show. The ad copy mentioned how soon the show was coming up to introduce a sense of urgency. 

On the day before the show we were able to reach 11,000 fans, who each saw the ad an average of 11 times. 37 people clicked through, and we spent less than the cost of a single ticket.

We reached an additional 9,000 fans on the day of the show and they saw the ad an average of 14 times. 41 people clicked through and we spent less than the cost of a single ticket.

In total, we brought 439 people to the point of purchase, and we didn't break the bank. Most importantly, the show was packed, the energy was great at the show, and ultimately the band and the promoters were happy with the turnout.