Selling Out Soundstorm: MDLBeast Ticket Sales Soar Through TikTok

MDLBEAST the leading Saudi music entertainment company, partnered with Assembly to help achieve its ambitious goal of selling out Soundstorm, its flagship music festival. To meet this target, MDLBEAST sought a strategy that could efficiently drive high-volume ticket sales with a smart, data-driven approach. 

In partnership with Assembly, MDLBEAST developed a two-week prospecting campaign designed to optimise ticket sales through TikTok’s new AI-powered tool, Smart+. Together our strategy focused on testing Smart+ against standard conversion-based optimisation using similar budgets, both optimised for completed ticket purchases. This allowed us to assess which method would generate the most conversions at the most cost-effective rate.

To enhance the campaign's impact, we deployed four dynamic ad creatives that featured a 30% discount to incentivise immediate ticket purchases and boost engagement. These creatives were crafted to resonate with TikTok’s audience, ensuring they would drive interest and encourage conversions. 

From a measurement perspective, we implemented a multi-cell, cross-platform measurement framework (CLS) to compare the performance of Smart+ versus standard optimisation, enabling a clear understanding of the effectiveness of each approach.

The results were sold themselves. The campaign using TikTok’s Smart+ tool outperformed standard web conversion optimisations in multiple key metrics. Ticket sales increased by 29%, demonstrating the power of the targeted Smart+ approach. Conversion rates (CVR) saw a remarkable 64% lift, showing that Smart+ was significantly better at reaching and converting relevant audiences. Plus, the cost per acquisition (CPA) was reduced by 20%, allowing MDLBEAST to acquire more ticket buyers at a lower cost.

Overall, the campaign’s success not only helped MDLBEAST achieve its sell-out goal but also set a new benchmark for event marketing. By leveraging innovative tools like TikTok's Smart+, along with a targeted media strategy and compelling creative, Assembly played a pivotal role in helping MDLBEAST drive exceptional results and optimise its marketing efforts for future events.