Camp & Furnace
We teamed up with Liverpool based multipurpose venue Camp & Furnace to elevate its status to a destination venue and increase ticket sales by 27X
Catering For All
Founded in 2012, Camp and Furnace is a unique kind of multipurpose venue and longtime resident of the city’s Baltic Triangle neighbourhood. It’s a restaurant, bar, indoor festival site, music venue, pop-up event space, conference location, cultural hub and all-round surprising destination.
Aim For The Stars
Camp and Furnace had been boosting posts on Facebook before this campaign. However, with no specific reach or targeting objectives set, the ads were not particularly effective. To improve results, the business partnered with media agency Utilise Social and decided to take a more strategic and targeted approach, by starting to build audiences around relevant events. Camp and Furnace used different targeting strategies throughout each campaign to test the performance of different audiences.
Facebook targeting allows people to see the most relevant ads and helps businesses reach the most relevant people. It also allows people to control which ads they want to see and encourages them to give feedback. To target more effectively, Camp and Furnace used Custom Audiences and lookalike audiences. Custom Audiences can be created when people choose to share their information with a brand— the business can then engage with them on Facebook using Custom Audiences. Camp and Furnace used the tool to create Custom Audiences of people who had visited its website and engaged with its Facebook Page. The venue then used this information to develop lookalike audiences—potential customers who share important characteristics with existing customers.
The business also took advantage of the Facebook pixel—a small piece of code that helps businesses understand customer actions on their websites so that they can deliver the most relevant ads. Camp and Furnace added the Facebook pixel to its website and used the information to strategically retarget ads to website visitors by excluding existing customers (a Custom Audience) from the lookalike audiences it developed of people in the Liverpool area. This helped it reach and engage new potential customers more effectively.