SOLUTION

The most important goal was to drive pre-sale ticket purchases and maximize event-day turnout. To do so, our Communication team devised a multi-channel marketing plan that strategically blended organic media pitching, influencer partnerships and paid media buys. This allowed us to extend the event’s visibility across traditional platforms such as radio, television, and print, while also amplifying reach across various social media platforms. A significant success this year was the targeted social media influencer strategy. By identifying, vetting, and contracting multiple San Antonio influencers – including mom influencers – we expanded the audience and significantly increased reach compared to previous years. This effort was instrumental in driving awareness and turnout, connecting the event to a broader, more engaged audience.

Building upon our campaign from the previous year, we were able to elevate our efforts by utilizing a larger paid media budget, an increased timeline, and by bringing on additional team members to make sure all resources were allocated to inviting attendees to come party for a purpose. To ensure we were reaching as many people across the Southside as possible, our team implemented paid social media ads and expanded targeted zip codes to broaden the community impact. Despite being faced with logistical challenges such as delayed fiesta medal deliveries, we responded swiftly by revising social media calendars and pivoting promotional tactics to maintain momentum and engagement.

By the end of the event, Chanclas y Cervezas not only reached their goal of having over 5,000 attendees, breaking the record for the most attendees that Brooks Gives Back has ever seen, but we saw $1.5M increase in the total advertising value, reaching an AVE of $1.6M, with a potential news reach of 173M viewers, bringing all eyes to the Southside. Brooks Gives Back’s Instagram experienced a 14% increase in follower growth, while the main Brooks account saw a 5% uptick. Our efforts not only maximized pre-event promotion but also allowed us to gain post-event coverage that highlighted this milestone, reinforcing Brooks’ reputation as a dedicated and thriving hub for culture and community.

Brooks Chanclas Y Cervezas

SOLUTION