Sociedad Groove – Local Heroes (Paid Social & Content)
01 — Role
Paid social & Instagram content
Most campaign copy was in Spanish on Instagram, while Resident Advisor and some assets were written in English to reach an international audience visiting Barcelona.
02 — Campaign Goal
Sell tickets and position Sociedad Groove as a community-first platform for local DJs.
03 — Challenge
Competing with bigger clubs for attention, without big-name headliners. The project needed a way to make local talent feel exciting and worth showing up for.
Top Performing Videos & Stories
Instagram story – Event Promo with Link
Story promoting the event with a link sticker to Resident Advisor, focused on why supporting local talent matters.
Instagram Reel -Previous Party
Instagram reel cut from the previous party. I edited the sequence and caption to build hype for the next event
Instagram Story - DJ Spotlight
Story spotlighting a local DJ’s trajectory, tagging her account to tap into her network and build trust.
Meta Ad Video
Meta ad video using the event flyer layout. I added music, colour grading, and text animation to drive clicks
04 — Strategy
Use community-driven content to turn DJs into distribution partners, supported by targeted Meta traffic campaigns.
05 — What I did
Planned a content calendar around ticket phases
Wrote Instagram copy for posts, stories, and lineup reveals (Spanish)
Rolled out DJ-focused story sequences (one artist per day)
Wrote the Resident Advisor event description (English)
Worked with existing visuals from the designer/photographer to keep the look consistent
Designed short video creatives (~15s) for Meta Ads and reels
Designed story images with link stickers
Set up traffic campaigns (cold, warm, and retargeting audiences)
Set budgets and monitored CPC, clicks, and landing page views
RESULTS
The Local Heroes campaign exceeded previous pre-sale benchmarks, achieving 62 pre-sale tickets on Resident Advisor, compared to 30 in September and 44 in November.
Ticket sales showed a strong last-push pattern, with nearly half of purchases occurring on the day of the event, highlighting the importance of final reminder content and urgency-based messaging.
The audience aligned with the club’s core demographic (25–44) and brought in a high proportion of new attendees (79%), confirming the campaign’s ability to reach beyond the existing community.
Traffic-focused Meta Ads campaign supporting ticket discovery and profile visits.
At campaign level, ads generated 1,733 landing page views and 1,987 link clicks with a low overall CPC (€0.07) and CTR of 6.10%, indicating strong creative relevance and audience alignment for a low-budget event campaign.
Campaigns were optimised for traffic (Landing Page Views), not purchases, so results are evaluated on efficiency and volume rather than ROAS.
Organic Instagram content played a central role in the campaign. The lineup post acted as the main informational anchor, while collaborations and editorial content reinforced brand identity and conversation. Stories with time-based reminders, release updates, and emotional messaging became the main bridge between Instagram and Resident Advisor.