Our McLernon & Co. team was tasked to create engaging and entertaining content to encourage rodeo aficionados to buy tickets to the California Rodeo de Salinas live events.
At the heart of McLernon & Co’s strategy was the creation of meaningful content designed to bring strong memories and feelings to life. To tug on the heartstrings of the audience, we revived vibrant photography and created videography from highlights from the past years. We created branded content to tie posts together and increase consistency and push existing recognition of the event even further. The result was powerful imagery that provoked nostalgia and the strong desire to join in the fun and relive past experiences.
McLernon & Co. utilized Facebook, Twitter, and Instagram to reach our target audiences. Though many of our younger audience members have migrated to TikTok, with a limited budget we needed to be extremely selective in where we focused our time, money and energy. Ultimately we used past data to show where we could convert the most followers and fans into paying attendees. The messaging of the content strategy revolved around covid changes to the event, ticket sales, directions on how to purchase tickets, and information about things to do at the event.
We strategically used native social media platforms features -such as Instagram Stories- as a two-way street to stay connected to the target audiences. On one hand, we used them to share user-generated content (UGC) to elevate their experience and maximize exposure. On the other hand, those features were extremely useful to keep our audiences on top of the daily schedule of live events and covid changes.
Giveaways are a fun way to engage with the audience, expand the reach and acquire more followers. We ran a ticket giveaway on social media to engage people who had attended the last event 2 years ago. The prize, 4 tickets to the rodeo, excited them and drove them to share user-generated content.
McLernon & Co. carefully planned, executed, and implemented a social media paid advertising campaign. We ran a strategic series of pre-event paid ads when tickets went live, to build excitement outside of the target area to drive new audiences. We continued paid advertising throughout the event to encourage day-of rodeo ticket sales and attendance and on-site ticket purchasing. We also boosted key organic content to support our main objectives.