Rock 'n' roll, vintage cars and a lean budget that went the distance

Cooly Rocks On celebrates all things retro: rock 'n' roll, rockabilly, vintage cars and pin-up pageants. The Garden's brief was to get more people talking, widen the crowd, sell more tickets and hype the next event, from locals to interstate travellers, all on a lean budget.

Client: Cooly Rocks On
Industry: Beyond
Solutions: Media & Performance
Region: Australia

Visits to the website from the campaign alone

85,000

Impressions across the four-month campaign

3.5M

Engagements on campaign ads

250,000

Branded search impression share

50%

The challenge

The content had to land with everyone from 18-year-olds to the over-50s, across the festival’s three themes of music, motors and lifestyle, speaking to first-timers and annual regulars alike. Reach had to stretch beyond locals to intrastate and interstate audiences, and every marketing move had to punch above a lean budget.

Our solution

A multi-channel digital advertising strategy targeted locals, in-state and interstate audiences to pull in new and returning festival-goers, promoting the festival’s blend of free and ticketed events, with content continuously optimised to fit each channel and audience.

User-generated content videos showed off real festival experiences, building community and excitement around the event and letting people get to know the brand personally, nostalgia delivered through the channels its audience actually uses.

The results

Across four months the campaign racked up over 3.5 million impressions, drove 85,000 visits to the website on its own, generated 250,000 engagements on the campaign ads, and held a 50% branded search impression share, proof of just how memorable the festival has become.

From the team

It was so much fun working on such a unique festival with a great and diverse offering. We consistently optimised the content for best practice and to fit the channel and audiences, and achieved amazing CTRs and impressions across the board.