Introduction
The Stadium Panto is a well-loved festive theatre production known for delivering magical, family-friendly entertainment during the holiday season. With strong brand recognition and a loyal audience, The Stadium Panto team turned to us to support their peak sales window with a high-performing Meta (Facebook & Instagram) campaign. The objective: drive ticket sales efficiently while navigating platform tracking limitations and a condensed promotional period.
Task
With just weeks to deliver results, we were brought in to launch, manage, and scale a Meta Ads campaign focused entirely on ticket sales. The campaign faced several challenges upfront, including fragmented website tracking and the need to quickly identify and target the right audience. Our job was to refine the funnel, optimise reach within key geographic and demographic segments, and maximise return within a short timeframe.
Our Approach
Resolving Tracking Limitations: Due to separate ownership of the main website and booking platform, full-funnel tracking wasn’t possible. To streamline the customer journey, we redirected traffic straight to the booking page, removing friction and ensuring more accurate attribution. Creative and ad copy were refined to communicate key event details upfront, allowing users to convert with confidence.
Geo Targeting Optimisation: Initial campaigns targeted audiences nationwide. However, early data revealed the majority of engagement and conversions were coming from Dublin. In response, we refined our geo-targeting to focus solely on Dublin and its surrounding areas. This localisation significantly improved relevance and campaign efficiency.
Demographic Alignment: Collaboration with the client played a key role. Through ongoing dialogue, we gained deeper insight into their ideal audience, including preferred age ranges and gender breakdowns. We adjusted campaign targeting accordingly, improving both engagement and conversion rates.
Agile Scaling Under Pressure: With the campaign launching in late November, timing was critical. We scaled spend strategically in December, focusing on top-performing segments and leaning into creative variations that drove the strongest results. Despite the tight timeline, performance was not only maintained but improved as spend increased.
Proactive Client Communication: Weekly check-ins with the client ensured full alignment across creative direction, budget pacing, and campaign priorities. This transparency allowed us to respond quickly to new insights, make adjustments in real-time, and keep performance on track during a fast-moving sales window.
Results
The Meta campaign delivered one of the strongest returns of the season, despite initial limitations and a condensed timeline. Strategic targeting, creative agility, and close client collaboration all contributed to a successful outcome.
Ticket Sales: Significantly increased bookings in the Dublin area following geo and demographic refinement.
Campaign Agility: Successfully scaled spend and maintained strong performance throughout the critical December window.
Client Satisfaction: Clear communication, collaborative strategy, and transparent reporting led to a highly satisfied client and a campaign that exceeded expectations.