Selling out a first-of-its-kind event
Filling a room nobody had filled before.
Fujifilm needed demand for Australia's first Creator Summit — enough to fill Luna Park across two days. A first-of-its-kind event has no audience history to buy against: no past attendee list, no lookalike, no benchmark. The campaign period fell across December and January, the most expensive and least attentive weeks in the calendar. And we were responsible for the branding, the strategy and the media; the event itself and the page people landed on were not ours.
So we built it to find out fast. Branding and campaign strategy first, then a full-funnel direct response build across Google, Meta, StackAdapt and high-impact display: mass reach on a single message at the top, intent targeting in the middle, urgency creative at the bottom. Heavy up front, reported daily, re-weighted as the picture came in.
