CINXE.COM

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At their biannual festival, Freqs Out East, thousands of drum-and-bass fans flock to an expansive suburban home (fun fact: the former estate of a washing machine tycoon) east of Auckland for nine hours of dance music. And it gets wilder. Just in time for Halloween, the next Freqs Out East is “Spooky Edition” — costumes strongly encouraged. 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With Eventbrite Boost</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/eventbrite-boost/" class="badge badge--features-red">Eventbrite Boost</a> <div class="read-time color-primary"> </div> <h1 class="header header-4 color-primary"> How Freq Presents Scores 24.1x Return on Ad Spend With Eventbrite Boost </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>4th Oct 2022</span> </div> <a href="https://www.eventbrite.com.au/blog/content-format/case-study/" class="tag tag--popular mb-2">Case study</a> </div> <div class="col-lg-10 order-1 order-lg-12 img-center"> <img alt="man DJing for crowd" class="img-fluid" width="768" height="512" src="https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/image3-768x512.jpg" /> </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.nz/o/freq-music-28637292575" target="_blank" rel="noopener"><span style="font-weight: 400;">Freq Group</span></a><span style="font-weight: 400;"> does things differently. At their biannual festival, </span><a href="https://www.eventbrite.co.nz/e/major-major-freqs-out-east-spooky-edition-tickets-166861730929" target="_blank" rel="noopener"><span style="font-weight: 400;">Freqs Out East</span></a><span style="font-weight: 400;">, thousands of drum-and-bass fans flock to an expansive suburban home (fun fact: the former estate of a washing machine tycoon) east of Auckland for nine hours of dance music. And it gets wilder. Just in time for Halloween, the next Freqs Out East is “Spooky Edition” — costumes </span><i><span style="font-weight: 400;">strongly</span></i><span style="font-weight: 400;"> encouraged. </span></p> <p><span style="font-weight: 400;">Ghosts, anyone? “My sound guys claim to have seen something,” Dan Hesson, Director of Freq Music says. “I’m still skeptical, but there’s definitely a lot of history there.”</span></p> <div id="attachment_385153" style="width: 2009px" class="wp-caption alignnone"><img fetchpriority="high" decoding="async" aria-describedby="caption-attachment-385153" class="wp-image-385153 size-full" src="https://www.eventbrite.com/blog/wp-content/uploads/2022/10/image7.jpg" alt="Shannon E on outdoor stage" width="1999" height="1333" srcset="https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/image7.jpg 1999w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/image7-300x200.jpg 300w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/image7-768x512.jpg 768w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/image7-1536x1024.jpg 1536w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/image7-1600x1067.jpg 1600w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/image7-1152x768.jpg 1152w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/image7-600x400.jpg 600w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/image7-400x267.jpg 400w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/image7-966x644.jpg 966w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/image7-757x505.jpg 757w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/image7-1449x966.jpg 1449w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/image7-500x333.jpg 500w" sizes="(max-width: 1999px) 100vw, 1999px" /><p id="caption-attachment-385153" class="wp-caption-text">Shannon E on Freq’s outdoor stage</p></div> <p><span style="font-weight: 400;">After 10 years in the industry, Freq Music has plenty of history itself. Freq Group comprises Freq Music, which produces dozens of concerts a year, as well as </span><b>two biannual festivals</b><span style="font-weight: 400;">: Freqs Out East and Freqs Out South. All Freq events, according to Hesson, let “people enjoy club vibes in their own backyard.”</span></p> <p><span style="font-weight: 400;">To promote Freq’s events, Hesson uses <a href="https://www.eventbrite.com.au/boost/?utm_source=blog&utm_medium=post&utm_campaign=freq" target="_blank" rel="noopener">Eventbrite Boost</a>. “It’s an awesome tool for our Facebook and Instagram marketing,” he says. “The ability to target Spotify listeners by genres and artists — I don’t even know if you can do that on other ads platforms. And I love how the reporting gives me a bird’s eye view, and lets me dig down deeper to see what’s performing.” </span></p> <h3><b>How Freq’s pre-NYE bash social ad campaign drove 24.1x return on ad spend </b></h3> <p><span style="font-weight: 400;">To ring in 2022, Freq Music hosted a pre-NYE bash at New Zealand’s Waihi Beach. With electronic music from the likes of RAYNE and TwoFöld, the concert spanned two seaside stages. </span></p> <p><span style="font-weight: 400;">Using Eventbrite Boost, Hesson ran a five-day ad campaign on Facebook. The ad showcased an image of a DJ hyping up a large crowd, and the ad copy enticed fans to go “LARGE.” </span></p> <p><img decoding="async" class="alignnone wp-image-385181 size-full" src="https://www.eventbrite.com/blog/wp-content/uploads/2022/10/fb-ad.png" alt="" width="1256" height="1472" srcset="https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/fb-ad.png 1256w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/fb-ad-256x300.png 256w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/fb-ad-768x900.png 768w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/fb-ad-1152x1350.png 1152w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/fb-ad-400x469.png 400w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/fb-ad-550x644.png 550w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/fb-ad-431x505.png 431w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/fb-ad-824x966.png 824w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/fb-ad-600x703.png 600w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/fb-ad-500x586.png 500w" sizes="(max-width: 1256px) 100vw, 1256px" /></p> <p><span style="font-weight: 400;">With Boost’s exclusive audience targeting, he ensured people with similar musical interests (for instance, Diplo, Wilkinson, and TREI) would see the ads, as well as existing fans and past attendees of Freq events. His budget? NZ$83.88.</span></p> <p><span style="font-weight: 400;">The rapidfire campaign was a smashing success. It netted Freq NZ$2,022.43, a whopping </span><b>24.1x return on their ad spend</b><span style="font-weight: 400;">. Moreover, they reached 9,096 people, 245 of whom clicked on the ad. (Bonus: Those 245 people are now part of Freq’s retargeting audiences in future Boost campaigns.)</span></p> <p><img decoding="async" class="alignnone wp-image-385190 size-full" src="https://www.eventbrite.com/blog/wp-content/uploads/2022/10/campaign-results.png" alt="Freq Group paid social ad campaign results" width="1200" height="1400" srcset="https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/campaign-results.png 1200w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/campaign-results-257x300.png 257w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/campaign-results-768x896.png 768w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/campaign-results-1152x1344.png 1152w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/campaign-results-400x467.png 400w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/campaign-results-552x644.png 552w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/campaign-results-433x505.png 433w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/campaign-results-828x966.png 828w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/campaign-results-600x700.png 600w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/campaign-results-500x583.png 500w" sizes="(max-width: 1200px) 100vw, 1200px" /></p> <h3><b>Higher-performing ads through Boost’s budget optimisation and audience targeting </b></h3> <p><span style="font-weight: 400;">So, what was the secret behind Freq’s pre-NYE campaign’s success? </span><b></b></p> <h4><b>Boost’s budget optimisation brought in an additional NZ$287.43.</b></h4> <p><span style="font-weight: 400;">First, with Boost’s budget-optimisation technology, the dollars behind Hesson’s ad campaign were always reallocated to the best-performing audience. For instance, when the Existing Fans and Past Attendees audience was less active than the Interest-based audience, Boost’s algorithm shifted funds to favour the better-performing audience. Those micro-adjustments would require manual changes — not to mention constant campaign monitoring — on another ads platform. With Boost, they’re automatic.<br /> </span></p> <h4><span style="font-weight: 400;"><img decoding="async" class="alignnone wp-image-385185 size-full" src="https://www.eventbrite.com/blog/wp-content/uploads/2022/10/budget.png" alt="Boost's budget optimization ux" width="1200" height="1400" srcset="https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/budget.png 1200w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/budget-257x300.png 257w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/budget-768x896.png 768w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/budget-1152x1344.png 1152w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/budget-400x467.png 400w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/budget-552x644.png 552w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/budget-433x505.png 433w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/budget-828x966.png 828w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/budget-600x700.png 600w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/budget-500x583.png 500w" sizes="(max-width: 1200px) 100vw, 1200px" /></span><b>Boost’s sales curve data helped Freq maximise their timing.</b><b><br /> </b></h4> <p><span style="font-weight: 400;">Then, to determine the best timing for his ad campaigns, Hesson consulted the Sales Curve function within Boost. “You can actually see the shape of not only your own previous events, but events in that industry,” he says. “It gives us an indication of where ticket sales are, where they should be, and how we’re tracking.” After all, this helps quell the nerves, especially as ticket sales have gotten even more last-minute since the pandemic. Hesson reports 80% of ticket sales occurring in the last two weeks before an event, and that proved to be the case with the NY Waihi Beach campaign: purchases spiked in the last two days it ran. </span><span style="font-weight: 400;"><br /> </span></p> <h4><b>Boost’s audience targeting helped Freq reach people most likely to buy. </b><b><br /> </b></h4> <p><span style="font-weight: 400;"><span style="font-weight: 400;">Finally, Boost helped Hesson develop a <a href="https://www.eventbrite.com.au/blog/sell-events-smart-audiences/" target="_blank" rel="noopener">powerful targeting</a> strategy to reach event-goers. “Custom audiences are a big thing for us,” he says. “What I like about Eventbrite Boost is that we can target previous ticket buyers and exclude them as well.” Combine that with the ability to tap into Spotify interests, and you’ve got a music industry secret weapon.</span></span></p> <h3><b>Eventbrite Boost drive sales and saves time</b></h3> <div id="attachment_385197" style="width: 910px" class="wp-caption alignnone"><img decoding="async" aria-describedby="caption-attachment-385197" class="wp-image-385197 size-full" src="https://www.eventbrite.com/blog/wp-content/uploads/2022/10/Screen-Shot-2022-09-09-at-8.22.31-AM.png" alt="Image of two men" width="900" height="566" srcset="https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/Screen-Shot-2022-09-09-at-8.22.31-AM.png 900w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/Screen-Shot-2022-09-09-at-8.22.31-AM-300x189.png 300w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/Screen-Shot-2022-09-09-at-8.22.31-AM-768x483.png 768w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/Screen-Shot-2022-09-09-at-8.22.31-AM-400x252.png 400w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/Screen-Shot-2022-09-09-at-8.22.31-AM-803x505.png 803w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/Screen-Shot-2022-09-09-at-8.22.31-AM-600x377.png 600w, https://www.eventbrite.com.au/blog/wp-content/uploads/2022/10/Screen-Shot-2022-09-09-at-8.22.31-AM-500x314.png 500w" sizes="(max-width: 900px) 100vw, 900px" /><p id="caption-attachment-385197" class="wp-caption-text">Freq’s Dan Hesson, left, with Ben Walker (Benny Boy), right</p></div> <p><span style="font-weight: 400;">For Freq Group, the simplicity of having everything in one place and the built-in timesavers make Boost a must have. </span></p> <p><span style="font-weight: 400;">“I’m quite time poor,” Hesson laughs, “and I still manage the marketing.” Therefore, Boost’s intuitive interface and clear reporting helps him set up ads and understand their performance. As Hesson says, Boost has been “really beneficial to drive sales.”</span></p> <p><span style="font-weight: 400;">Ultimately, for event creators looking to run more-effective paid social ads (with less effort), <a href="https://www.eventbrite.com.au/boost/?utm_source=blog&utm_medium=post&utm_campaign=freq" target="_blank" rel="noopener">Eventbrite Boost</a> is an unlock. Says Hesson: “I definitely recommend it to other people, especially in the music industry, any music promoter — it would work really well for them.”</span></p> <div class="essb_break_scroll"></div> </div> </div> </main> <div class="container"> <div class="row"> <div class="col-md-20 archive-cta justify-content-md-between"> <div> <h4 class="archive-cta__title"> Simplify your marketing with Boost. </h4>    <a role="button" href="https://www.eventbrite.com.au/boost/?utm_source=blog&utm_medium=post&utm_campaign=freq" class="button button__core color_grey-000-text text-nowrap mb-2 "> Simplify your marketing with Boost. <img loading="lazy" class="icon inline" width="10" height="10" alt="Arrow" src="https://www.eventbrite.com.au/blog/wp-content/themes/eventbrite-blockbase/assets/icons/right-arrow-white.svg"> </a> </div> <div class="archive-cta__img"> <img class="img-fluid" loading="lazy" src="https://www.eventbrite.com.au/blog/wp-content/uploads/2022/09/illustrations_01-drive-awareness.png" alt="cta image"> </div> </div> </div></div> <div class="container"> <div class="feedback-social-wrapper"> <div class="feedback-container"> <div> <div class="helpful-block-content wth-theme-thumbs" data-title=""> <ul> <li><span class="wth-title">WAS THIS ARTICLE HELPFUL?</span></li> <li><a data-post="385441" data-post-url="https://www.eventbrite.com.au/blog/freq-group-boost-case-study/" data-post-title="How Freq Presents Scores 24.1x Return on Ad Spend With Eventbrite Boost" data-response="1" href="#" class="wth-green-btn icon-thumbs-o-up icon1-thumbs-o-up"></a><a data-response="0" data-post="385441" data-post-url="https://www.eventbrite.com.au/blog/freq-group-boost-case-study/" data-post-title="How Freq Presents Scores 24.1x Return on Ad Spend With Eventbrite Boost" href="#" class="wth-red-btn icon-thumbs-o-down icon1-thumbs-o-down"></a></li> </ul> </div> </div> <div class="social-sharing-block"> <h4 class="display display-6 color_grey-900-text">SPREAD THE WORD</h4> <div class="essb_links essb_counter_modern_right essb_displayed_shortcode essb_share essb_template_copy-retina essb_2056265678 print-no" id="essb_displayed_shortcode_2056265678" data-essb-postid="385441" data-essb-position="shortcode" data-essb-button-style="icon" data-essb-template="copy-retina" data-essb-counter-pos="right" data-essb-url="https://www.eventbrite.com.au/blog/freq-group-boost-case-study/" data-essb-twitter-url="https://www.eventbrite.com.au/blog/freq-group-boost-case-study/" data-essb-instance="2056265678"><ul class="essb_links_list essb_force_hide_name essb_force_hide"><li class="essb_item essb_link_facebook nolightbox"> <a href="https://www.facebook.com/sharer/sharer.php?u=https://www.eventbrite.com.au/blog/freq-group-boost-case-study/&t=How+Freq+Presents+Scores+24.1x+Return+on+Ad+Spend+With+Eventbrite+Boost" title="" onclick="essb.window('https://www.facebook.com/sharer/sharer.php?u=https://www.eventbrite.com.au/blog/freq-group-boost-case-study/&t=How+Freq+Presents+Scores+24.1x+Return+on+Ad+Spend+With+Eventbrite+Boost','facebook','2056265678'); 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