![Picture 1](https://uploads.digital-business-lab.com/wp-content/uploads/2021/02/22162347/Picture-1-1-1200x631.png)
The Brief
Initially, it started as a one-month project and was expanded into nearly one and a half months, allocating the remaining budget to promote another campaign.
The client involved DBL to support them plan & execute marketing strategy on LinkedIn to:
- Increase their campaign awareness
- Engage more people to register for their live conference event
The Solution
DBL supported Hong Kong Arts Festival with complete management of their LinkedIn campaign: from brainstorming their visual & copywriting content, identify a target audience, to budget management.
Meanwhile, DBL also helped to optimize the campaign during the process and monitor the campaign performance regularly and enhance the content in a more appealing way to attract more audiences’ attention, ultimately achieving the client’s goal.
Social Media Strategy - Linkedln Advertising - Content Production - Social Media Performance Analytics - Budget management
![mediamodifier_image (4)](https://uploads.digital-business-lab.com/wp-content/uploads/2021/02/24112559/mediamodifier_image-4-e1614137436284.png)
The Results
Key Takeaways
In general, the music industry is a very niche group on LinkedIn.
To overcome this challenge, DBL has tried various ways to optimize the performance: i.e., change the budget spending way, enlarge the audience pool, and recreate more attractive pictures and simple but straightforward copy to engage more audience.
Location Targeting:
the US (core regions), UK, Australia have a larger population favoring the optimization. At the same, the US audience also showed higher interest in our content, reflected by the lead generated.
Recommendations:
- Keep these core regions with more precise interest/demographic targeting for future campaigns to improve the relevance
- Allocate more budget on the better-performing regions
- Target audience: enlarge the audience pool to reach more people instead of only focusing on the audiences who are related to their campaign
About Hong Kong Arts Festival “No Limits”
![Picture 1](https://uploads.digital-business-lab.com/wp-content/uploads/2021/02/22155308/Picture-1-300x127.png)
Hong Kong Arts Festival and The Hong Kong Jockey Club Charities Trust aim to create a barrier-free environment and explore and promote inclusiveness and understanding through the arts. The project also invests heavily in arts education for young people; diverse arts experiences are designed to nurture students’ interest in the arts and share the joy of art with people from different backgrounds.