The Leadmill is Sheffield’s longest-running live music venue and nightclub. Formed 45 years ago, they’ve gone on to host some of the biggest names in music and play a key role in Sheffield’s thriving music scene.
A core part of their business is the weekly club nights they host, ranging from Iconic Indie nights to sell-out student parties, and everything in between.
The Challenge
The Leadmill recognised a direct link between their promotion of each event across social media and their final ticket sales. They were concerned that they couldn’t effectively promote each event internally and that they weren’t seeing their optimal ROI.
Back in May 2024, They approached us to help. They wanted to leverage UNIT’s experience of running profitable paid social campaigns and develop a strategy for them that would maximise the awareness and attendance of each event.
The Solution
After an initial meeting to align ourselves with The Leadmill, we isolated 3 key areas to work on that would help improve their results
Conversion Tracking
Leadmill observed a correlation between event promotion and eventual attendance figures, but lacked a system to measure this effectively. To fix this, we implemented accurate conversion tracking that reports revenue generated from ticket sales. This solution enabled them to precisely gauge the effectiveness of their advertising campaigns.
Account Structure
The next step involved refining the account structure used to promote each event. This included combining campaigns with similar goals to retain past learnings, tailoring placement and demographic targeting to isolate their key audience, and adjusting bidding and conversion strategies to better reflect the client’s objectives. Having a more streamlined account makes it easier to manage and allows for better optimisation and growth.
Ad Creative
Finally, we worked on refining the ad creative. It was essential that each ad effectively captured the vibe and atmosphere of each event.
To do this we worked on restructuring the ad copy to enhance clarity and impact while tailoring the tone of voice to resonate with the target audience.
We created eye-catching visual assets, incorporating event posters, club photography, and video footage to elevate each event and develop engaging and attention-grabbing ads
