International educational platform in the field of music and vocals

Musical EdTech: how to sell 178 tickets to a conference with a ROAS of 713%

Client:
International educational platform in the field of music and vocals.

Task:
Ensure the sale of at least 100 tickets to an online conference featuring instructors from Berklee College of Music. The main goal is to enter the international market and achieve a high return on advertising investment in a short time.

Challenge:
Systematic blocking of Meta advertising accounts due to the client's regional restrictions. This created the risk of a complete halt in marketing right before the event. Additionally, the complexity lay in the need to reach a multilingual audience with varying demands: from beginners to professional artists.

Solution:
1. Technical resilience: Implemented a "backup capacity" system. Used warmed-up European accounts with shared access to Pixel and Instagram, allowing for uninterrupted advertising despite the blocking of individual accounts.
2. Deep segmentation and offers: Divided the audience into narrow niches (instructors, beginner artists, producers). Developed personalized pain points for each segment: from "How to find a sponsor" to "Berklee methodologies."
3. Authority effect in creatives: Focused on the faces of global vocal stars and professors from leading colleges. This instantly removed the barrier of distrust towards the online event.
4. "Deadline-Profit" strategy: A week before the start, launched retargeting focused on increasing prices. This step stimulated those who were hesitant and accounted for 30% of all transactions.
5. Dynamic optimization: Updated creatives and segments weekly to avoid audience "burnout" and maintain a low cost of acquisition.

Results:
- ROAS 713%: Every dollar invested brought in over seven dollars of net revenue, significantly exceeding the client's expectations.
- 178 tickets sold: Sales plan nearly doubled (178 instead of 100).
- Cost per sale $15: With an average ticket price for the conference, this conversion cost ensured high project profitability.
- Scalability: In 2 months, 237 quality applications were attracted with a total budget of $2,687, confirming the potential for scaling for future events.