Selling out Isle of Wight Festival 2025… and doubling paid media revenue

How we sold 60,000+ tickets to one of the most iconic UK festivals.

2025 was our second year providing digital marketing strategy & paid media for Isle of Wight Festival.

We knew that we could compound the gains that we had already made the previous year.

Applying strategy derived from 2024 campaign insights boosted 2025 results until the show sold out.

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PRIMARY OBJECTIVES

Sell as many tickets as possible.

Improve on last year & maintain cost efficiency.

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RESULTS, IN THE POCKET

Revenue: +88%

Meta return on ad spend: Doubled

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TACTICS

Intent-led cross-platform funnel

Diverse and tailored creative for each audience

Payday phasing to boost conversions

Identified and amplified ROAS spikes

Upper funnel demand generation

Lower funnel scarcity and urgency

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SECONDARY OBJECTIVES

Drive even more hype, buzz and excitement.

Use insights to increase cross-platform impact.

Develop further insight to inform 2026 campaign.

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RESULTS, IN THE POCKET

+90% more engagement YoY (reactions, comments, shares)

Engagers & visitors audience +180% YoY

Cost per engagement 46% cheaper YoY

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TACTICS

More tactics about why engagements increased here

Leveraged the lineup with artist-specific search terms and artist-led dark ads.

Timed spend around key artist events for impact.

Excluded brand terms to reach new users.

Staggered campaign launches: headliners (Nov), mid-card (Feb), families (Apr).

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