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Brick Live

Tracking ticket sales accurately

Lego fans unite each year at the UK's largest Lego convention.  This annual series of events in several locations across the UK and Ireland is a must for Lego builders, and in 2017 we were their chosen digital marketing partner.

Before we could get going attracting Lego fans.  We first needed to get under the hood of the booking system and look at the channels that were feeding it.  We quickly found that no e-commerce tracking had been set up, meaning the success of online marketing could not be evaluated.

After much testing and retesting we managed to implement cross domain tracking and Google Tag Manager, so that we could properly track the user journey from bricklive.co.uk to ticketfactory.co.uk.

 

We recommended the use of Facebook’s demographic targeting for the campaign as we knew who and where the audience of Lego fans were likely to be, so delivering them adverts seemed an obvious tactic. Facebook pixels allowed us to track the post click activity and post view purchase behaviour of people who were shown the Facebook ads, so we could remarket to them if appropriate.

One of the obstacles we had to overcome with the project was the limitations of the booking system.  If there’s one thing we were reminded of during this project, it’s to ensure that your booking system is properly linked to any digital activity and you have access to track purchases. Without this crucial data it is impossible to measure performance or make the correct marketing decisions

 

YELLOW ZEBRA SAFARIS

Our challenge was to create a brand for Yellow Zebra Safaris that reflected their luxurious safari offering. The brand needed to be communicated across all channels and needed to resonate with their audience at all levels.

How we did it

  1. Work
  2. Brick Live
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