From Soundwaves to Sold-Out Shows
DESCRIPTION
Sunburn India elevated the underground music scene by bringing global techno icon Charlotte de Witte to India for a series of electrifying performances that resonated deeply with techno enthusiasts and underground music lovers across the country. We partnered with them to help in marketing. This wasn’t just another show — it was a cultural moment for a growing, passionate community that often exists just below the mainstream radar. Recognizing the unique appeal and influence of Charlotte within the global techno circuit, the objective was clear: Amplify her presence in India’s niche yet highly engaged underground music community and drive ticket sales through a highly targeted and data-driven digital marketing strategy.
ABOUT CASE
We partnered with Sunburn to plan and execute a full-scale media strategy for Charlotte De Witte’s India Tour. Our focus was on crafting a media strategy that resonated with the techno subculture, while driving real results. With media buying across Meta and Google, our team handled strategy, execution, and real-time optimization to ensure every rupee spent delivered maximum impact — from visibility to conversion.
CASE LAUNCH
August-November 2024 – India – Ad Management, Ad Strategy, Media Buying
CASE APPROACH
1. Audience Mapping
We zeroed in on techno fans and underground music followers, identifying digital touchpoints where Charlotte de Witte’s core audience spends their time — from interest-based clusters to music-focused communities.
2. Platform Mix & Spend Strategy
Given the niche audience, we carefully structured spends across all platforms to maximise revenue, ensuring each impression hit the right audience with precision.
3. Creative & Messaging
The visuals leaned into Charlotte’s raw, high-energy style — using bold imagery, dark techno aesthetics, and compelling CTAs.
4. Creating Look Alike
We strategically leveraged audience data from previous techno-focused campaigns and performances, including past Sunburn techno acts like Boris Brejcha’s performance, to build a strong foundation for targeting. By retargeting users who had previously shown interest or engagement with similar events, we ensured we were speaking directly to a warm, high-intent audience. In parallel, we created a 2% lookalike audience based on this segment — enabling us to reach new but highly relevant users who shared similar behaviors, interests, and engagement patterns. This dual approach of retargeting and lookalike expansion helped us scale visibility while maintaining campaign precision and relevance.
5. Live Optimization
Throughout the campaign, we closely monitored ad health, engagement patterns, and sales impact. Regular creative refreshes and smart bidding tweaks helped us maintain performance throughout the funnel.
Case goal
To build digital momentum and drive high-intent traffic leading to sold-out venues for Charlotte de Witte’s Sunburn performances, using tailored media strategy and real-time ad management focused on conversions and niche audience engagement.