Tap Takeover is the UK’s biggest city-wide beer festival, and it returned in 2021 following a covid-enforced break. Run by Brighton and Greater London’s Laine Pub Group, the event saw brewers from the south of England takeover the taps of 22 different venues for the penultimate weekend in October.
When Laine contacted us, they were eager to bolster their social media presence and to market the event through a combination of paid adverts and organic posts. The primary objective of the social campaign was to drive traffic to the ticketing page, so all of our posts were created with a ‘book now’ button as the KPI.
The timeframe was short. We agreed to take on the project a mere three weeks out from the event itself, meaning we had to hit the ground running immediately. A target of 3,000 ad clicks in such a short space of time represented a real challenge, but it was one we felt we could meet.
We were also restricted in the number of organic posts we could publish across the Laine Pub Group’s various different venues, as each of those accounts is independently run and has its own voice.
Given the timeframe and expectations, we knew that we had to make a good start with the content we published, and began A/B testing straight away. We prioritised ads, so as not to flood the organic newsfeed, and stuck primarily to the largest venues and event pages, to keep as much as possible on brand.
We also kept the vast majority of activity to Facebook and Instagram, given the visual nature of our posts. With video content and lots of imagery, we felt these two platforms would be the most effective over a short space of time.
By testing different ads with traceable variables, we were able to quickly ascertain what the most effective combination for us would be. With that in mind, we trialled a number of different ad styles: long vs short text ads, image vs video content, broad vs narrow audiences through tailored interests and demographics, and different geographical areas.
Once we had gathered enough data during the initial phase, we focused on heavily promoting only the most engaging content in the most relevant areas. We established that video content with a small amount of text, targeting the greater Brighton area, was the most effective form of advertising in this instance.
We not only met but exceeded our target of 3,000 ad clicks by 85%.
Our campaign garnered a total of 5,540 ad clicks across 6 different Facebook accounts. With an average CTR of 1.2, we also exceeded the industry standard of 0.9 in this department by 25%, highlighting the engaging nature of the ads.
Given the short timeframe, we were delighted that we attracted so much interest in the event through our social advertising campaign. The ads were well targeted, engaging, and extremely successful in driving traffic to the ticket site, which was our number 1 objective.