The result
Since launching the social channels for Classic Ibiza in January 2016, the engaged audience has grown substantially, with Facebook, the main channel for comms, at over 20,000 followers. When surveyed where people heard about Classic Ibiza concerts, attendees cited ‘social media’ as either the number one or number two source along with ‘from a friend’. This response has been consistent each year since the concerts launched.
Facebook advertising played a key part in growing the audience and launching new venues. By using a mix of different advertising placements, along with tailoring Facebook goals and targeting different audience personas with tailored content, Dialogue was able to reach new audiences.
The role of social media was also key in growing the number of concerts. One concert grew to four the following year with two new venues added the year after. Revival Productions hold an average of six Classic Ibiza concerts a year.
The growth of the concerts is tied into the success of launching new venues. Paid content plays a part but creating engaging and shareable content was also key. Tickets could be bought nearly a year in advance of a concert, so it was vital to keep the audience engaged and excited about something so far ahead in the future. One of the most popular pieces of content was the audience mega-mix poll where followers suggested and voted for five songs they wanted to hear performed at the concerts. This was great for getting the audience to engage and discuss the songs they’d voted for, plus sharing and encouraging their friends to vote too. It also meant the audience felt part of the concerts too, offering them a level of personalisation.
Since the concerts launched, the digital team have pushed and exceeded the sales targets that have been set by Revival Productions. The target ticket sales for most venues was approximately 6,000 tickets, but often the venues proved popular and additional tickets had to be released filling the venues to their maximum capacity of around 7,500.
Understanding the audience meant that during summer 2020, the Dialogue digital team were able to keep engagement on the pages in line with the high levels that were expected. Using a mixture of performance videos, live DJ sets and exclusive performances from the orchestra and DJs, followers were entertained throughout the summer.
Since launching the social channels for Classic Ibiza in January 2016, the engaged audience has grown substantially”
“We have a huge amount of fun working with everyone at Classic Ibiza. Their enthusiasm and passion for music is inspirational, while the fans who come to the concerts and engage so positively with the brand on social media, are joyous.”
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Dialogue creates award-winning multichannel content that inspires, informs and excites your audience. We are a team of marketing specialists in print, online platforms, email communications, magazines, video creation, digital media and more.
