Joy Woods Live in Concert

Driving ticket sales and awareness through paid social

50–60%more tickets sold in advertising weeks

8.95%overall click-through rate

£0.04cost per landing page view

113K+people reached

The brief

Lambert Jackson approached us to drive ticket sales and build awareness for Joy Woods’ Live in Concert at London’s prestigious Cadogan Hall. With a dedicated audience rooted in the West End and live music community, the campaign needed to efficiently reach both existing fans and new concert-goers within a defined geographic radius, converting awareness into ticket purchases across two phases of paid social activity.

Our approach

A two-phase campaign

Carrington built a two-phase paid social campaign designed to drive awareness and deliver high-quality, engaged traffic directly to the ticketing page.

Retargeting and prospecting, side by side

Two ad sets worked in tandem: the retargeting ad set re-engaged users who had previously interacted with Joy’s video content – a warm, primed audience served ads within a set radius of the venue. Alongside this, the prospecting ad set used detailed interest signals to reach new audiences in the same radius, building as rich a picture as possible to reach the right people at the right moment.

RIBA award-winning home with timber-clad extension built by Belvin Construction

Aerial view of a Belvin Construction development in Lincolnshire

The results

The prospecting adset delivered a standout result: it outperformed retargeting on CTR – something that rarely happens when cold and warm audiences run side by side. It’s a strong signal that both the targeting and the creative were effective and aligned with audience interest.

Overall activity reached over 113,000 people and generated nearly 10,000 landing page views at just £0.04 each. This, combined with ticket sales running consistently 50–60% higher during advertising weeks compared to non-advertising periods, and an overall CTR of 8.95% (well above the industry average of around 2%), shows that precise targeting and strong creative don’t just build awareness. They move tickets.