Ideo Ideis, a prominent Romanian cultural movement, launched "Tabăra de Arte Performative și Revelații" in 2021 - a premium one-week creative camp designed to immerse teenagers in the world of theatre and film. This innovative program invited participants to join a creative bootcamp where they would work directly with famous industry professionals to develop their talent and skills.

We faced several significant challenges with this campaign:

Extremely Tight Timeline: Only 25 days to promote and fill 135 spots for a premium-priced camp.

New Product Introduction: As a first-of-its-kind offering, there was no existing brand recognition or testimonials to leverage.

Premium Price Point: The high cost of the camp represented a significant financial commitment for families.

Dual Target Audience: Needed to appeal simultaneously to both teenagers (the participants) and their parents (the decision-makers).

High Funnel Drop-Off: Initial interest was strong, but many potential customers abandoned the registration process before completion.

We implemented a comprehensive, multi-layered approach that guided prospects through each stage of the decision journey:

Top of Funnel (Awareness) - 30% of Budget:

Deployed engaging video ads showcasing the camp's unique vision and opportunities

Created broad awareness campaigns specifically targeted at both teens and their parents

Reached over 900,000 teenagers and 680,000 parents with initial messaging

Middle of Funnel (Engagement) - 40% of Budget:

Re-engaged users who had shown interest by interacting with previous content

Directed engaged prospects to dedicated landing pages highlighting specific camp programs

Provided more detailed information about the camp experience and benefits

Bottom of Funnel (Conversions) - 30% of Budget:

Targeted the most engaged users who had begun but not completed the registration process

Fine-tuned messaging to address specific concerns identified through analytics

Enhanced landing pages with crucial information to overcome objections and drive conversions

Despite the premium price point and extremely compressed timeline, our campaign delivered impressive results:

Filled 3 out of 9 Planned Groups: Successfully sold 45 camp spots for a completely new product

Facebook Campaign Performance: Reached 570,000 unique users with a 4.45 ROAS

Google Ads Engagement: Generated over 140,000 impressions and hundreds of site visits with a modest budget

Rapid Conversion Rate: Drove 29 transactions within just the first 24 hours of landing page visits

Strategic Budget Allocation: Carefully distributing resources across the funnel stages based on conversion potential

Targeted Dual-Audience Approach: Crafting specific messaging that resonated with both teenagers and parents

Continuous Optimization: Regularly refining campaigns based on performance data

Comprehensive Funnel Strategy: Creating a seamless journey from awareness to conversion

Agile Campaign Management: Quickly adapting to audience response within the tight timeframe

While we didn't fill all 135 spots, the campaign successfully positioned Ideo Ideis' new creative camp as a promising venture in the cultural education landscape. For a brand-new, premium-priced product with no existing market presence, selling out three complete groups in just 25 days represented a significant achievement that exceeded the client's expectations.