We Grew Tramline’s Audience +395% YoY
… and we improved the ROAS by 130%!
Tramlines Festival is a major UK music event held annually in Sheffield, South Yorkshire. Launched in 2009, the festival has grown into one of the country's biggest inner-city music events, attracting over 30,000 attendees each July. Tramlines puts on a diverse lineup from rock, indie, pop, hip hop, and electronic music.. 7 Pockets were brought on for the second year running to improve on results from the 2024 campaign and increase the reach and audience of Tramlines.
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CHALLENGES
Weather Repositioning
Following a rainy year and wet-themed marketing, we recommended shifting focus to a sunnier, summer vibe to better support ticket sales.
Day Discrepancies
Friday and Saturday sold out quickly due to strong demand.
Sunday lagged, so we repositioned it as a standalone day out, maximized artist fanbases, spotlighted the second-stage closer, and leveraged the Fri/Sat sell-outs to boost ROAS and drive final sales.
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PRIMARY OBJECTIVES
Sell as many tickets as possible ,Maintain cost efficiency
Improve on last year’s metrics
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RESULTS, IN THE POCKET
Over £2.16M tracked revenue
Overall Tracked ROAS +130% YOY
Conversion Rate +89% YOY
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SECONDARY OBJECTIVES
Promote more announcements for social proof
Make IG assets more fit for purpose
Develop TikTok further
Increase Tramline’s Audience
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RESULTS, IN THE POCKET
Cost per reaction / comment / share 22% cheaper YOY
IG ROAS +156% YOY
TikTok ROAS +383% YOY
Tramlines social media ad engagers + website visitors audience + 395% YOY
2024: 500,000 “Hot” users
2025: 2.5 million “Hot” users
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