Client Goals:
- Drive ticket sales using social media creators on the TikTok platform.
- Create FOMO effect for all Miranda Lambert fans that might not have heard of her residency.
- Make Miranda Lambert’s Velvet Rodeo the #1 Las Vegas residency for all country music fans.
- Build buzz around Miranda’s announcement on December 2nd and promote the presale on December 7th.
Campaign Strategy:
In Phase 1 of the campaign, Genni Agency worked with the Miranda Lambert team to identify, recruit, and activate country-themed, rhinestone-packed, western-wearing TikTok creators to promote the 2023 fall show dates.
Once target creators were identified and approved, Genni Agency activated 6 creators between December 2 – December 9 with the following objectives:
- Create a unique and compelling TikTok video showing enthusiasm for Miranda’s announcement of the second leg of the residency.
- Provide text showing all date, time, and location information. Use the phrases “coming back!”, “returning”, and/or “phase 2” to show excitement for the residency return.
- Share a ticket purchase link in bio, and drive audience to click this link in the TikTok content.
- Genni Agency provided each creator with a unique tracking link so that we could help Miranda’s team monitor audience engagement and collect geographic information regarding clicks from audience members of each specific creator.
- Every creator was instructed to use one of Miranda Lambert’s trending songs in their TikTok video.
- Genni Agency gave creative freedom to creators to make their preferred on-brand content, but they were encouraged to use the Velvet Rodeo show flyer in their post in some capacity.
- Although all creators had creative freedom with their content, Genni Agency required all creators to submit a draft of their content for pre-approval before going live.
- Each creator had their own unique presale code, corresponding with the title of a trending Miranda Lambert song, which they had to include to promote their ticket purchase link.
- And finally, use Miranda’s official #VelvetRodeo hashtag in the caption of your video or as in-video text.
Campaign Performance:
All 6 creators posted between December 2 – 10
maximizing the team’s marketing efforts!
188.7K impressions throughout campaign
CPM = $32.07
2.6K clicks to ticket link throughout campaign
CPC = $2.35
5 Top States accounted for 33% of all link clicks Texas, California, Florida, Tennessee, North Carolina
#VelvetRodeo 4m+ impressions
