CINXE.COM

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Spend With Eventbrite Boost and Spreads Caribbean Vibes to London</span></li></ul></div> <div class="article-hero container hero--features-red"> <div class="row align-items-center"> <div class="col-lg-10 order-12 order-lg-1 article-hero__details"> <a href="https://www.eventbrite.com.au/blog/category/case-studies/" class="badge badge--features-red">Case Studies</a> <div class="read-time color-primary"> </div> <h1 class="header header-4 color-primary"> How Busspepper Promotions Nets a 3.4x Return on Ad Spend With Eventbrite Boost and Spreads Caribbean Vibes to London </h1> <div class="date color-primary"> <a href="https://www.eventbrite.com.au/blog/author/eventbrite/" class="color-primary"> by Eventbrite </a> <span class="dot"></span> <span>9th Jun 2022</span> </div> <a href="https://www.eventbrite.com.au/blog/segment/music/" class="tag tag--popular mb-2">Music</a> </div> <div class="col-lg-10 order-1 order-lg-12 img-center"> <img alt="Busspepper Case Study" class="img-fluid" width="768" height="512" src="https://www.eventbrite.com.au/blog/wp-content/uploads/2022/07/Busspepper-Case-Study-768x512.png" /> </div> </div> </div> <main id="post-single" class="legacy-post read-progress-article" role="main" aria-label="Content"> <div class="container"> <div class="row"> <p><a href="https://www.eventbrite.co.uk/o/busspepper-1310738389" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">Busspepper Promotions</span></a><span style="font-weight: 400;">’ soca-star DJs and rock-bottom rum brunches bring the Caribbean to Londoners “who’ve never experienced the culture.” To do so, director Mateen Hepburn appeals to the senses. “I can’t get the venues to smell like the Caribbean’s fresh sea breeze,” he says, “but if we get the sound and the taste and the atmosphere right, it gives more authenticity to the event.” </span></p> <p><span style="font-weight: 400;">The name “Busspepper” refers to the potent Scotch bonnet chili found in Trinidadian curries and stews. “When you have a ‘buss-pepper,’” says Hepburn, “that chili has exploded in your pot. All of a sudden, your food is really, really spicy. I wanted to describe the events as fiery and hot. The name does that.”</span></p> <p><span style="font-weight: 400;">Founded in 2003, today Busspepper’s fiery-hot monthly events bring a mix of young-professional partygoers to upmarket venues around London. Come the annual Notting Hill Carnival, Busspepper’s carnival arm, Omnia, serves up Caribbean flair on speaker-packed 18-wheelers. </span></p> <p><span style="font-weight: 400;">And to sell out events and reach the widest audience, Hepburn uses </span><a href="https://www.eventbrite.com.au/boost/?utm_source=blog&utm_medium=post&utm_campaign=busspepper" target="_blank" rel="noopener noreferrer"><span style="font-weight: 400;">Eventbrite Boost</span></a><span style="font-weight: 400;">. </span></p> <p><span style="font-weight: 400;">“I instantly fell in love with Boost,” says Hepburn.“The reporting is fantastic, and I find it really easy to use. I don’t need to become an advertising expert. I just need to grow and create great events. That’s what a simplified system like Boost helps us do.”</span></p> <h2>Eventbrite Boost drives impact with 3.4x ROAS at “For the Love of Carnival”</h2> <p><img fetchpriority="high" decoding="async" class="alignnone size-full wp-image-237469" src="https://www.eventbrite.com.au/blog/wp-content/uploads/2022/07/Busspepper-Facebook-Ad-Boost-2.png" alt="Busspepper Facebook Ad Boost" width="1038" height="938" /></p> <p><span style="font-weight: 400;">Hepburn has seen Boost change his approach to event marketing. </span></p> <p><span style="font-weight: 400;">“When I create my events, I start advertising immediately. It’s there, part of my ticketing dashboard. So it’s really easy to click on that button and get a campaign going.” </span></p> <p><span style="font-weight: 400;">Those campaigns deliver: Users have reported selling 63% more tickets on average after subscribing to Boost. The only all-in-one marketing platform designed specifically for events, Boost lets users automate email campaigns, post on social media, and, like Hepburn, run paid ads on Facebook and Instagram.</span></p> <p><span style="font-weight: 400;">Busspepper’s February “For the Love of Carnival” event paired two of the biggest names in Soca: DJ PUFFY and Riggo Suave. An early Valentine’s Day party, “For the Love of Carnival” brought the vibes of Trinidad Carnival to London club, Electric Brixton.</span></p> <p><span style="font-weight: 400;">Hepburn used Boost to run a Facebook and Instagram ad campaign for the event. The ads featured exclusive video interviews with the musicians as well as still photography. A “Buy tickets” button on the ads sent people to Busspepper’s Eventbrite ticketing page. </span></p> <p><span style="font-weight: 400;">The ads ran on Facebook and Instagram from December 29 through February 10. Over those 43 days, they reached 26,791 people using Boost. And who were those people? Hepburn limited his targeting to people over the age of 21 in Hampton, London. From there, he used Boost to hone in on: </span></p> <ul> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">“Lookalikes” whose behavior on Facebook and Instagram paralleled those who had previously engaged with Busspepper events </span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">“Past attendees”</span></li> <li style="font-weight: 400;" aria-level="1"><span style="font-weight: 400;">“Interest audience,” or people who identified as fans of Machel Montano, Patrice Roberts, Bunji Garlin, or Kesha</span></li> </ul> <p><span style="font-weight: 400;">Behind the scenes, Boost took audience targeting to the next level, shifting ad spend to the best performing audiences. Twice a day, Boost’s optimisation shifted the campaign budget to whichever audiences were performing to improve return from this campaign. (For example, when the Lookalike audience was underperforming, Boost decreased the budget on that audience by 2.03%; when the Interest audience was performing well, Boost upped the budget by 2.8%.) </span></p> <p><span style="font-weight: 400;">Hepburn kept tabs on his results in real-time with easy-to-read graphs. “My favourite Boost feature is the analytics on my advertising,” he admits. “That dashboard of how everything’s going.”</span></p> <p><img decoding="async" class="alignnone size-full wp-image-237489" src="https://www.eventbrite.com.au/blog/wp-content/uploads/2022/07/Busspepper-Ad-Campaign-Boost-2.png" alt="Busspepper Ad Campaign Boost" width="822" height="755" /></p> <p><span style="font-weight: 400;">And by the end of that campaign, that dashboard featured a party popper emoji. His “For the Love of Carnival” ads delivered huge results: </span><b>Hepburn sold 699 tickets. He spent £200 on the campaign and generated £689.68 in revenue — a 3.4x return on ad spend</b><span style="font-weight: 400;">. </span><b>For every £1 he spent, he made £3. </b></p> <p><img decoding="async" class="alignnone size-full wp-image-237499" src="https://www.eventbrite.com.au/blog/wp-content/uploads/2022/07/Busspepper-ROAS-Boost-Case-Study-2.png" alt="Busspepper ROAS Boost Case Study" width="822" height="755" /></p> <p><span style="font-weight: 400;">On top of the reporting, Hepburn also touts Boost’s automated A/B testing, which is an efficiency and productivity unlock not supported by Boost alternatives. </span></p> <p><span style="font-weight: 400;">“You try two different descriptions and two different pictures,” says Hepburn, “and Boost automatically tests them, starting and stopping the ads based on which is performing better. Think about the work that would have to go into that, if you were manually doing all that on Facebook or Instagram yourself — it’s wild.”</span></p> <h2><b>Boost automates the technical side of Facebook and Instagram advertising </b></h2> <p><span style="font-weight: 400;">Hepburn urges event creators to incorporate Boost into their workflow on Eventbrite. “There’s a couple of clicks to get you over the finish line to start your ad campaign. It’s money well spent, and it simplifies your advertising efforts.”</span></p> <p><span style="font-weight: 400;">And especially for creators who don’t have the budget to hire a marketing specialist or the time to spend launching multiple ads and digging through analytics dashboards, Hepburn recommends Boost. He sees Boost as a “real value in that for emerging businesses or anyone unversed in the technical side of Facebook and Instagram advertising. 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