Dark Matter has played host to various international EDM artists such as Alison Wonderland and Peking Duk, producing a massive bass-heavy concert series on Wellington’s waterfront arena. Working with local promoter Red Rum Touring and Live Nation we created a brand from scratch and ad campaigns that generated brand awareness on Instagram and Facebook, increased website traffic, and exceeded ticket sales targets.
We were able to measure the success of the advertising using a primary metric of sales reported against the advertising through UTMs and Facebook Pixel data, as represented in the client's Google Analytics and Business Manager dashboard. We cross-referenced tickets sales patterns against this data to see how any advertising changes affected results. We were also able to create reports with soft statistics that informed how we should conduct our advertising.
We provided an end-to-end marketing solution; from event consultation, brand development, graphic and web design, and a digital strategy that exceeded the client's ticket sales targets. We promoted the Dark Matter brand and related events through the design of digital and print media (posters and billboards), produced multi-platform advertising campaigns, created effective re-targeting ads, and optimised campaigns to produce more sales. We reported on performance against key business goals, ensuring the client had all relevant data to make informed decisions.