The Challenge
See Tickets is a ticketing platform for live events. A ticketing platform is not what audiences care about. The event is. The campaign had to build platform recognition while the content stayed focused on the events themselves.
Our Approach
We ran a mid-sized creator campaign centred on events rather than the platform.
- 35 pieces of content were produced across music and live events content
- Creators led with the event and referenced the platform as the route to a ticket
- Selection prioritised audiences who actively attend live events
- Content was reviewed against brand guidelines before publication
Leading with the event and not the platform is why the engagement rate held up, audiences engage with what they want to attend.
The Results
35 pieces of content reached an audience of 449,364 at a 6.7% engagement rate.
Keeping the Event, Not the Platform, Centre Stage
Nobody searches for a ticketing platform by name. They search for the event. See Tickets’ creator briefs were written around that fact: each creator led with the show or gig they were attending and referenced the platform only as the route to a ticket, and selection prioritised audiences who actively attend live events rather than a general entertainment following.
Reading Reach for a Ticketing Brand
449,364 in reach from 35 pieces of content is a visibility figure, not a ticket-sales number, but the 6.7% engagement rate is what the event-first approach was aiming for: audiences engaging with content about a show they wanted to attend, with the platform picking up recognition as a byproduct rather than the headline.
