Driving ticket sales and audience awareness through precision-targeted paid social

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

Two adsets worked in tandem: the retargeting adset 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 adset 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. 

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%), show that precise targeting and strong creative don’t just build awareness. They move tickets.