Challenge
- Selling tickets through an online funnel and advertising campaign on Meta and Google.
- Developing and executing a strategy that generated a lot of interest in the exhibition.
- Creating an online experience around space and the exhibition via Facebook and Instagram.
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<CENTER><iframe src="https://www.facebook.com/plugins/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fspacethq%2Fposts%2Fpfbid0375snUi3dXm7htkqyCPi2HKvJtawuBaveKqkFxagzHHg1UKPYPCLjjBDpZKYVFfSpl&show_text=true&width=500" width="500" height="748" style="border:none;overflow:hidden" scrolling="no" frameborder="0" allowfullscreen="true" allow="autoplay; clipboard-write; encrypted-media; picture-in-picture; web-share"></iframe></CENTER>
Result
We developed several personas within our strategy to bring the new SPA©E expo to as many people as possible through tailored content and storytelling: geeks & game lovers, families, schools & youth groups, TikTokkers — Instagrammers & influencers. On Meta (Facebook and Instagram), we used awareness ads (video teaser, reels, and visuals) to reach our target audiences. People who viewed the ads were later retargeted via an image carousel to encourage them to buy tickets. On Google, we mainly targeted people searching for space-related terms, things to do on the weekend, and similar queries.
Sales ended up at around 77,000 tickets sold.
We started a few months before the opening of the expo with a Facebook and Instagram profile to build an audience and create awareness about the exhibition. Through organic content and paid ads, we reached about 2 million unique users with that organic content.
<iframe src="https://www.instagram.com/reel/Ccm-UdBgaor/embed/" width="100%" height="600" frameborder="0" scrolling="no" allowtransparency="true"></iframe>
We developed a content plan with formats and topics tailored to each of the target audiences. The content of the exhibition, along with the many activities and exclusive nights (B2C and B2B) that took place, provided plenty of input to create a creative angle in the online storytelling. Experimentation and engagement were also essential—think of a contest, a quiz, exploring TikTok, or having fun with an astronaut suit.
<center><iframe src="https://www.instagram.com/p/CcaNQwMtciX/embed/" width="100%" height="600" frameborder="0" scrolling="no" allowtransparency="true"></iframe><div class="tiktokgrid-1"><div class="ttwrapper"><blockquote class="tiktok-embed" cite="https://www.tiktok.com/@spacethq/video/7104193780944866566" data-video-id="7104193780944866566" style="max-width: 605px;min-width: 325px;" ><section><a target="_blank" title="@spacethq" href="https://www.tiktok.com/@spacethq?refer=embed">@spacethq</a> Out of this world dancing skills 😌👩🏼 🚀 <a title="fyp" target="_blank" href="https://www.tiktok.com/tag/fyp?refer=embed">#fyp</a> <a title="spacethq" target="_blank" href="https://www.tiktok.com/tag/spacethq?refer=embed">#spacethq</a> <a title="space" target="_blank" href="https://www.tiktok.com/tag/space?refer=embed">#space</a> <a title="antwerpen" target="_blank" href="https://www.tiktok.com/tag/antwerpen?refer=embed">#antwerpen</a> <a title="expo" target="_blank" href="https://www.tiktok.com/tag/expo?refer=embed">#expo</a> </section></blockquote></div></div></center><a title="jiggle" target="_blank" href="https://www.tiktok.com/tag/jiggle?refer=embed">#jiggle</a> <a title="dance" target="_blank" href="https://www.tiktok.com/tag/dance?refer=embed">#dance</a> <a target="_blank" title="♬ Jiggle Jiggle - Duke & Jones & Louis Theroux" href="https://www.tiktok.com/music/Jiggle-Jiggle-7075729123557100294?refer=embed">♬ Jiggle Jiggle - Duke & Jones & Louis Theroux<script async src="https://www.tiktok.com/embed.js"></script></a>
Want to take a look yourself on social media? SPACE Xpo can no longer be visited, but it can still be found online on Facebook, Instagram country TikTok.
Credits
Social Media Manager & Content Creation: Anne Cabuena, Charissa Vantieghem
Traffic Manager: Cedric Gordier
Team Lead: Annelies Droesbeke
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