Case Study:
Mike Delamont - Website Overhaul & Tour Promo
Next Level Digital Marketing Strategy
Overview
The Client: Mike Delamont is an award-winning comedian whose trilogy of one-man shows (and a Christmas Special) God is a Scottish Drag Queen are SOLD OUT regularly across the US, UK, and Canada.
The Challenge: Mike initially commissioned our support for his GIASDQ Christmas Tour last year, and we’ve been working together ever since.
Deliverables:
Pixel Installation, Conversion Event Setup, and Custom Audiences
Conversion API Integration
Landing Page Design with ongoing Conversion Rate Optimization
Attention-Grabbing Creative (video editing, graphic design, and copywriting)
The Result: Higher-performing landing pages & ad campaigns, regularly sold-out shows, and an affordable ongoing “a la carte” working relationship.
BEFORE
(Archived Landing Page Screenshot)
LP Notes (Before)
While all of the correct elements existed on Mike’s previous LP layout, there was plenty of room for improvement when it came to presentation …
AFTER
(Current Landing Page Screenshot)
LP Notes (After)
Aside from the obvious enhancement to the color palette, the only significant change we made to the original LP design was breaking the block of SIX “★★★★★” press callouts into two halves; which opened up a much more scroll-friendly content blocking experience (both on desktop & mobile).
We also set up & integrated a “Subscribe” form in the footer (along with links to Mike’s socials), and created a conversion event for clicks on the “Buy Tickets” buttons … all of which inform corresponding custom / lookalike audiences that are regularly leveraged for ad campaigns.
(Additional Landing Page Alternates)
Appendix A
‘ 24 Christmas Tour Promo
For this year’s Christmas Tour, we work with venue contacts to place Mike’s pixel on their landing page & purchase funnel so we can optimize and attribute purchases to our ad spend.
When that’s not an option, the landing pages above act as a strong Plan B allowing us to optimize for clicks on the “Buy Tickets” button.
Since there is a reliable conversion rate between those clicks and completed purchases, we tend to be happy when we earn “High Performing” campaign badges from Meta, seen below …
Sold Out in Toronto
When we are able to get the venue to place the pixel to their site. We do tend to get the best results. As was the case with Toronto, seen below.
Top Performing Ads
Sizzle Reel Video
Creative Strategy
Mike’s video trailer for GIASDQ Christmas Special needed a couple of tweaks to improve performance, including captions, a fixed City/Date callout, and some audience reactions intercut between clips of the show.
Tour Poster
Creative Strategy
In converting the 16X9 Tour Poster to a 1X1 Square asset, we simply played up the components that make a LIVE EVENT so unique & exciting: the City/Date callouts.
Layer on the ultra-Scottish-meets-ultra-Christmas dueling plaids backdrop, and this poster pops with an engaging, exotic seasonality.
For honorable mention, we should note that we love the playful copy in the ad post body, more “LIVE” hype in the headline (plus ticket emoji) and “★★★★★” social proof in the description.
