DNB Collective
We Sold 50% of Tickets in 24 Hours for a Festival Entering Year 3
How we helped a well-established events brand evolve, stay fresh, and drive over 1M+ impressions for their growing Birmingham festival
Events Management
E-marketing
Automation
Design
The Challenge
Working with an events brand that’s been a staple of the UK events scene for nearly a decade, our challenge was two-fold. With a competitive local and national landscape and only a short window to make an impact, we had to build a launch strategy that balanced legacy with innovation - retaining loyal followers while drawing in new audiences.
- Reinvention - How do you keep pushing creative boundaries year after year, even when you’ve already set the bar high?
- Narrative Building - This festival was entering its third year, but still in its growth phase. We needed to communicate its evolution, differentiate it from the parent brand, and bring new energy to a now-familiar concept.
Overcoming Barriers
- Differentiate a growing festival from its parent brand while maintaining audience trust.
- Communicate new creative direction in a way that still resonated with long-term fans.
- Hit ambitious sales targets in a short time frame during a highly competitive festival season.
- Optimise performance marketing and automation simultaneously to drive urgency and engagement.
Our Process
Lead the Creative Direction
We refreshed the brand identity to reflect its maturity while keeping it bold and culturally relevant. Everything from visual language to tone was refined to strike the balance between established credibility and fresh energy.
Ad Strategy Built for Speed & Scale
We implemented a multi-phase paid media strategy that adapted in real-time as the campaign progressed: Retargeting ads went live immediately after the launch announcement, featuring direct ticket messaging, urgency-based creative and tailored copy for specific audience segments. Every ad set was monitored daily for performance, with live optimisations made to creative formats, placements, and bidding strategies to keep ROAS high.
Chat Automation to Capture & Convert
Alongside paid activity, we deployed automated DM and chatbot flows across Instagram and Facebook. These: - Instantly responded to launch queries. We delivered event info based on user intent. This not only boosted engagement rates but helped build a segmented audience list for future remarketing - all while keeping the conversation feeling personal and responsive.
Execute a High-Impact Launch Strategy
We launched with a cinematic teaser designed to spark immediate intrigue. Our content calendar was built around key momentum points, rolling out a blend of hype-building, behind-the-scenes storytelling, and targeted calls to action. From organic content to paid ads, we managed the entire promotional ecosystem - testing, learning, and adapting creative formats to maintain engagement throughout.
"Every year we think we’ve peaked, and every year Ninetyfive manages to raise the bar. The launch for this year’s festival was our strongest yet - visually, strategically, and commercially. Their ability to evolve the creative while staying true to the brand is unmatched."
Hayden Perry, Festival Director
The launch generated massive attention, rapid community engagement, and an overwhelming demand for tickets. Our content and paid strategy sparked immediate traction, with the launch video gaining widespread visibility and the ads delivering exceptional performance across the board.
Impressions
Tickets sold in 24 hours
Blended RoAS
Cymbiotika UK
The Healthy Shop