One of the primary challenges was creating content that resonated equally well in both Slovenia and Croatia. This required careful planning and localization of content. Another challenge was adapting Eventim's traditional marketing strategies to fit the fast-paced, visually-driven format of TikTok. This included developing engaging, short-form content that could capture attention quickly and convert views into meaningful engagement and ticket sales.
Background
Eventim is a renowned leader in the ticketing and live entertainment industry, operating across multiple European countries. Beyond just selling tickets, Eventim aims to enrich the concert-going experience by providing detailed information on upcoming events, artist backgrounds, venue details, and tips for a seamless experience. As a part of Eventim’s broader strategy to engage younger audiences, the client decided to launch TikTok profiles in Slovenia and Croatia. The goal was to engage audiences with a mix of event promotion and educational content about purchasing concert tickets and maximizing event experiences.
Challenge
One of the primary challenges was creating content that resonated equally well in both Slovenia and Croatia. This required careful planning and localization of content. Another challenge was adapting Eventim's traditional marketing strategies to fit the fast-paced, visually-driven format of TikTok. This included developing engaging, short-form content that could capture attention quickly and convert views into meaningful engagement and ticket sales.
Strategy
Together with the agency, the client decided to strategically launch the campaign together with the announcement of Ed Sheeran's concert in Zagreb, leveraging the event's high profile to generate initial buzz and engagement. The campaign involved centralized scripting and creative direction with localized filming. The agency worked with local ambassadors who helped tailor the content to reflect each market, making the promotional material more relatable and effective.
Managing simultaneous campaigns across two national markets generally poses significant logistical challenges with coordinating shoots, sharing assets, and synchronizing content release. However, the process was optimized by HyptT, enabling real-time decision-making to maximize the impact of live events and announcements. Since efficient sharing of key assets and scripts was crucial for the campaign’s success, the use of HyptT’s content management tools made it possible that all content was timely and consistent across both markets.
Moreover, using HyptT to analyse audience interactions, Eventim has gained actionable insights into user preferences, aiding their clients (event organisers) in selecting artists that are likely to sell out venues. This strategic data use has strengthened Eventim’s position as a market leader in the live entertainment and events sector.
Result
8M views
since the launch of TikTok profiles.
7000 followers
within the first two weeks.
Enhanced brand loyalty
among the target group, who now uses Eventim’s TikTok profiles as a go-to source for concert updates and ticket information.
