Task
Facing increasing pressure in a competitive and unpredictable festival season, Subsonic Music Festival, held near Sydney, turned to Turba Media to drive ticket sales and optimise their marketing approach. The objective was to combine cultural insight with performance strategy to reach both loyal fans and new audience segments—and convert interest into action.
Challenge
Like many major events in 2024, Subsonic was contending with rising costs, shifting audience behaviours, and budget limitations. The core challenge was to stretch every marketing dollar while enhancing the precision of outreach—not only to reach their existing fan base but to also unlock growth from untapped audiences who aligned with the Subsonic vibe but weren’t yet on their radar.
Approach
Turba Media activated a data-driven and culturally-informed media strategy, starting with proprietary audience modelling based on subcultural community signals. Creative assets were optimised using insights from niche interest groups, and media was deployed across high- performing channels. With real-time feedback loops in place, the campaign was continuously refined to maximise effectiveness throughout the promotional cycle.
Results
The outcomes exceeded expectations. Subsonic achieved an impressive 5.56 Return on Ad Spend (ROAS)—generating $5.56 in revenue for every dollar spent—and a Click-Through Rate of 4.62%, more than triple typical benchmarks. Beyond sales, the campaign delivered clearer insight into who Subsonic’s audience is today, setting a new standard for community-led targeting, efficient media spend, and strategic creative planning.