FILL YER BOOTS!
Facing a challenging economic climate and the pressure of a post-pandemic world, the Edinburgh Festival Fringe Society appointed LOOP to launch a multi-faceted, responsive campaign. This case study represents a significant shift in how the Edinburgh Festival Fringe Society markets itself, and the numbers tell the story.
2.4 million tickets issued more than 3,500 shows from artists representing 180 countries.
LOOP brought its unique blend of in-house consultancy and outsourced creative skills to make the 2023 Fringe a major triumph.
Client
Edinburgh Festival Fringe Society
Services
Campaign design, digital asset creation
Consult
LOOP placed the spotlight on the Fringe's numerous challenges, aligning objectives across multiple fronts — from growing younger audiences to navigating economic volatility. Central to the strategy was the creative proposition of encouraging broader participation under the banner "Fill Yer Boots!", aimed at making audiences more adventurous in their show choices.
LOOP focused on the Fringe's key challenges: targeting younger audiences and handling economic volatility. Our solution? The "Fill Yer Boots!" campaign, designed to encourage audiences to explore new shows.
Create
We generated more than 360 digital assets, adapting the "Fill Yer Boots!" concept across everything from social media to street events. The hero image — a mosaic of show posters — celebrated the Fringe's diverse range of performances, meeting the key objective of inclusivity.
Adapt
LOOP's digital-first approach offered unprecedented flexibility. Weekly reviews allowed for real-time adaptation based on engagement data, while a digital toolkit enabled seamless cross-channel integration. LOOP's responsiveness to media data allowed for agile responses to changing ticket sales, ensuring the right messages reached the right audiences at the right time.
Deliver
The campaign significantly increased Return on Ad Spend, from 375% to an astounding 1,481%, reducing the Cost Per Acquisition from £25.27 to £4.94.
By embracing new formats like Spotify and employing data-driven optimisations, LOOP's campaign exceeded all expectations and set new standards in Fringe marketing. Being digital-first, the campaign achieved an unprecedented performance:
- 592,000 combined audience on Fringe's social channels
- 70,000+ new social media followers
- 20+ million social impressions March to September
- 578,000 social traffic, up 40% from 2019
- 352,000 people read news and blogs, up 88% from 2019