Anirudh Ravichander

Anirudh Ravichander, singer and composer, who at the tender age of 22 made his debut with the world renowned viral song "Why This Kolaveri Di" that has over 200 million views on YouTube. He, is also known for his electrifying live performances and, was set to hold an event in one of Singapore's premium locations the Esplanade Theatre. Be it offline marketing or hoardings or even road shows, everything was opted for but still tickets were not selling off like they should have, until we came in.

This Social Media Marketing Case Study will give you a very in-depth understanding of how we even under strict timelines flourished and made our client's show the talk of the town long before he took the stage.

The Challenge

Even though the offline space was very aggressively pursued as far as marketing and promotions were concerned, the online market remained unexplored by the organizers. Just barely 2 months before the actual show we got the call from the organisers. They said that they are confident that people have seen the offline ads but somehow the recall value of them was not working in their favour and there-by putting them in the red. They wanted us to retarget those people who saw the offline ads but didn't convert into actual ticket sales. A big target of 3000 tickets was set for us in only 60 days!!!!

Our Approach

Using our remarketing skills, our instant suggestion was to understand the behaviour of the audience interacting with the event. Tickets were being sold through a third party channel - SISTIC, where we did not have the access of the behavioural and demographic flow of the audience. So we suggested to have their own booking platform with all the necessary remarketing tags installed (Google Tag Manger and Facebook Pixel) so that we can reach out to a wider base of audience.

The Route Map

• A booking platform was developed in under 10 days.

• Traffic was being straightway diverted from Facebook to the ticketing platform.

• YouTube skippable and not-skippable ads were running throughout to create a huge buzz with Anirudh's teaser video.

• Display ads on third party websites were targeted to spread the awareness about the show all over Singapore.

• Age group, demographics and user behaviour were specifically identified to target a similar set of audiences in the online space.

The Impact

• On different Social Media platforms the number of impressions reached to 2,841,384 in Singapore and Malaysia

• Reached approximately 1,800,000+people

• Sold tickets worth SGD $ 25,000