Connecting and growing an Amsterdam-based creative community through strategic content.

The Wire, an Amsterdam-based company that hosts events within the nightlife industry, had difficulties with their ticket sales for their club night events in Amsterdam, and therefore they were looking for a way to promote their events through social media.

In order to help them reach their goal of selling out their events through social media, we had to consider which form of content and channels to use. Therefore first, we had to conduct a social media audit to assess their current situation, and from this create a social media strategy including content pillars based on their target audience.

Out of this research, we decided to push a video content strategy on Instagram and TikTok, as these were the two main channels used by our target audience. We incorporated short video formats with a limit of 1 minute about their content pillars, such as recaps of their previous events with footage of visitors and tagging them, which makes it engaging for the viewers to interact and want more.

By making strategic video content with a high engagement rate, we were able to reach their target group and redirect them to our ticket link events with a subtle call-to-action through the content. This not only resulted in sold-out events, but it also grew their online presence and brand awareness, which in the long term will also contribute to their future ticket sales.

As we see that video content is a trend with a higher engagement rate compared to photo content, therefore as a recommendation, in the future, we will roll out a strategy with a higher frequency rate, posting more high-quality content in order to grow faster.