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.
