🧠 The Challenge:

Promote ticket sales for the international BEONIX music festival through paid digital channels, while keeping costs under control and expanding into multiple international markets.

My Role:
As the performance marketing lead, I was responsible for:

• Creating a testing and scaling strategy
• Managing media buying and analytics
• Building audience segments and retargeting flows
• Optimizing campaigns weekly based on performance data
• Coordinating with the client and creative team

🚀 The Process:

• Data-Driven Geo TestingWe started with a lean test budget across 8 countries. Using past campaign data and audience research, I identified promising markets and launched test campaigns with tailored creatives.
• Creative & Audience ExperimentsEach geo got its own cold and warm audience segments. I tested multiple visuals, CTAs, and targeting layers to find the most effective combinations.
• Pre-Party PromotionsWe ran low-CPC traffic campaigns to promote pre-parties in 6 cities, warming up local audiences for the main event.
• Scaling SmartOnce top geos were identified (Israel and Cyprus), I scaled budgets and optimized for conversions. I also set up detailed retargeting flows with time-based triggers.
• Conversion PushIn the final 4 weeks, the focus shifted to retargeting high-intent users. This is where we saw the most efficient ROAS and spike in purchases.

📊 Key Results:

9,371 ticket purchases from the website
€71,511 in ad spend
4.85% cost-to-revenue ratio (Ad Spend Share)
CPC: €0.13 on pre-party campaigns
ROAS: 20x+ at peak
ROMI: 1964%


Why It Worked:

• Prioritized testing over assumptions
• Adapted creative and targeting per market
• Balanced cold and warm audience campaigns
• Used budget efficiently through smart scaling
• Leveraged retargeting and analytics to maximize late-stage conversions

✅ Outcome
A data-driven, scalable approach led to exceptional results:

• High ROMI
• Strong audience segmentation
• Efficient ad budget distribution
• Smart timing with last-minute retargeting
This campaign is a strong example of how combining performance marketing, deep analytics, and market-specific strategies can drive global results — even on a lean budget.