Alserkal Avenue — exceeding targets for Quoz Arts Fest
Paid social media
Established by Alserkal in 2008, Alserkal Avenue is a renowned cultural district of contemporary art galleries, non-profit organisations, and homegrown businesses in the Al Quoz industrial area of Dubai. Every year in January, Alserkal Avenue hosts its famous Quoz Arts Fest. They brought us onboard to help them increase visitor numbers and brand awareness of the event in 2020.
our strategy
Time was of the essence, we had just over a month to reach as many potential attendees as we could and encourage them to visit Quoz Arts Fest. Our approach involved quickly gathering as much intel on Alserkal Avenue’s audience as possible, including digging into data from last year’s event. We were then able to put well-informed campaigns in place that were closely monitored, tweaked and improved every day. We were mindful of spreading budget too thinly but also wanted to experiment. Each decision was based on existing data and information Alserkal Avenue was able to provide as well as our past experience.
The results: 10,000 more visitors than the agreed KPI
Facebook and Instagram advertising
Given that time was limited, we needed to make sure that any testing was done quickly and efficiently. The team at Alserkal Avenue had a good idea of who their audience was and what they wanted to see which meant the creative they provided only had to be tweaked slightly and proved highly effective. We provided guidance with creative in terms of what was most likely to perform well and set up a number of campaigns that we believed would get them the best results.
YouTube advertising
The team were keen to try YouTube advertising as it’s not something they had done much of before. We guided them on editing footage they already had and set up ads designed to drive click throughs to their site.
35,000
Attendees
13,000
Attendees above target
94%
Increase in attendees on previous year
3,198,088
people reached
“We had 38,000 people visit over the weekend, much higher than our target of 25,000 so we are thrilled!”
