This is how we achieved a sold-out ArenA for AMF during ADE for the second year in a row

We started with a complete reset of the digital marketing approach. In the streets, Soldier of Orange has had a dominant presence for years, but online, a powerful first contact moment was missing. We changed this with a targeted, data-driven funnel structure on Meta, Google and TikTok.

• Awareness: Here, we focused on interests, headliners, and lookalike audiences, excluding warm audiences during the campaign.
• Consideration: Campaigns driven by landing page views with cold retargeting and targeting based on Meta’s algorithm. Focus on generating as much traffic as possible.
• Conversion: Dynamic campaigns for regular tickets, promotions, and merchandise, using a mix of algorithm targeting, artist target groups, and AMF’s own segments.
• Greater reach, higher interest, higher conversion: By making smart use of data and a target group approach based on algorithms rather than narrow interest clusters, we were able to scale up immediately where it worked.

The main campaign ran from March to October 2025 and focused on making the most of every sales opportunity. Using a mix of Meta Ads and Google Ads, we built a strategy that relied entirely on smart targeting, scalable advertising and the power of the algorithm.

The new approach immediately paid off. With a ROAS of 30.08 and over 232 per cent more direct sales via Meta Ads, the impact was clear. Two years in a row of a completely sold-out ArenA showed that the campaign exceeded the benchmark on all fronts. This laid a strong foundation for future editions and demonstrated how effective data-driven ticket marketing can be.