Southern Skyline Grand Ball
New Years Eve Event
Project Type
Branding, Graphic Design, Social Media, Digital Media, PR & Earned Media, Influencer Outreach & Campaign Management
Client Industry
Event Promotion
Project Summary
Southern Skyline Grand Ball is the largest New Years Eve event in the South East. In 2018 the event was hosted with our client in the Le Meridien Charlotte Hotel. Prior to 2018, Southern Skyline Grand Ball was able to sell just over 1,500 tickets.
In 2018, The Southern Skyline team came to The Agency with the goal of almost tripling their prior years attendance and selling out the event with 4,000 tickets. They wanted bold, yet relatable messaging that would speak to Charlotte’s millennial audience and yet still portray the high end experience of the event. Tickets ranged from $130-$500.
We knew this opportunity presented our client with the ability to make over $600,000 in sales in 3 months. For The Agency team, this was a project that required creativity, flexibility and the ability to make changes quickly to our strategy and creative to continue to stay relevant and spark curiosity across Charlotte.
Project Results
What Do You Meme?
We used photos from previous events and viral social images to recreate our own Southern Skyline branded memes. This showed the brands fun/shocking personality, engaged past event attendees, and helped to spread the word when our audience would tag and share this relatable content with their friends.
Testing, Testing 1, 2, 3
Utilizing Dynamic Creative ads, several A/B tests, and Dark Social Ads though performers pages we were able to sell over 750 tickets through Facebook and Instagram ads at an average cost per purchase of $2.94. With an average spend of $325, we were able to make our clients an investment gain of $243,305 earning them an 11,758.10% ROI.
The Power of Influence
Through influencer partnerships, email campaigns, and organic social management we were able to sell an additional 3,600 tickets, selling out the event. The way our influencer partnerships were structured proved to be powerful. We offered each influencer a discount code, which gave us the ability to track sales and our partner’s something to offer followers. Micro and macro influencers were given the opportunity to earn free event perks like tickets and hotel rooms and commission.
