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From on to offline: the crosschannel strategy to leverage Carnival in Trancoso
THE CHALLENGE
Producing a Carnival in Trancoso and competing with the most famous event in the world goes beyond international attractions and premium structure, it is necessary to create experiences, connect with the right people and, of course, a media campaign focused on reaching the right niches throughout the world. Brazil. That was the mission that Gruv took on on December 25, 2016. It took just two months to sell 1,900 tickets for Carnaval Trancoso at an average ticket of R$5,500.00.
The solution
With the aim of impacting users, Gruv used storytelling to involve people with the story of the magic square, in which each day of the event offered a purpose. So we could build the communication line depending only on attractions.
And, with the support of digital media, we were able to reach the entire country with an investment of less than R$ 0.01 in reach on Facebook and Instagram.
It would not be only with media purchases that we would reach the result in such a short time, so we added groups of micro influencers to increase this reach focused on the right people for the event.
In addition to results
Putting all this together in the right way, we arrive at our goal. We managed to hit the sales target, impact 4,000,000 people in ads on social networks, increase traffic to the event's website by 390%, 2x more followers on all social networks and created a community of more than 400 micro influencers passionate about new brand.
- + 4 million people impacted390% growth in website traffic200% growth in engagement500 thousand earned media growth
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