Music & Live Events
Music & Live Events
Music & Live Events
UNTOLD Festival
6.37x
6.37x
ROAS on ticket sales
ROAS on ticket sales
2.47x
2.47x
Ahead of forecast
Ahead of forecast
company
company
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About
About
Dubai's Mega Festival
Dubai's Mega Festival
Industry
Industry
Music & Live Events
Music & Live Events
Company size
Company size
10 – 100 employees
10 – 100 employees
Founded
2003
01
01
The Company
The Company
UNTOLD is one of the world's largest music festivals, and its Dubai edition is the Middle East's biggest, billed as Dubai's Mega Festival and named Best Festival, Middle East. The 2025 event brought more than 100 global superstars across multiple stages to Dubai Parks & Resorts, drawing a crowd of over 250,000 from more than 150 nationalities, with tickets sold direct to consumers across international markets.
UNTOLD is one of the world's largest music festivals, and its Dubai edition is the Middle East's biggest, billed as Dubai's Mega Festival and named Best Festival, Middle East. The 2025 event brought more than 100 global superstars across multiple stages to Dubai Parks & Resorts, drawing a crowd of over 250,000 from more than 150 nationalities, with tickets sold direct to consumers across international markets.
02
02
The Challenge
Convert enormous, worldwide interest into efficient ticket revenue. A festival with this profile has no shortage of attention, but attention is not the same as a sale. The task was to cut through a crowded live-events market, reach genuinely high-intent fans across multiple audiences and markets, and turn demand into ticket sales while keeping cost per acquisition low.
Convert enormous, worldwide interest into efficient ticket revenue. A festival with this profile has no shortage of attention, but attention is not the same as a sale. The task was to cut through a crowded live-events market, reach genuinely high-intent fans across multiple audiences and markets, and turn demand into ticket sales while keeping cost per acquisition low.
03
03
The Playbook
The Playbook
Lead with a precision audience strategy, prioritising the highest-intent pools, recent purchasers and their lookalikes, warm retargeting of engaged fans, then expanding into broad reach where it added incremental sales efficiently. Match message to intent, pairing day-specific ticket messaging and offer-led creative with the audiences most ready to buy. Keep a clean, streamlined campaign structure and optimise continuously to ROAS and cost per acquisition.
Lead with a precision audience strategy, prioritising the highest-intent pools, recent purchasers and their lookalikes, warm retargeting of engaged fans, then expanding into broad reach where it added incremental sales efficiently. Match message to intent, pairing day-specific ticket messaging and offer-led creative with the audiences most ready to buy. Keep a clean, streamlined campaign structure and optimise continuously to ROAS and cost per acquisition.
04
04
The Results
The Results
The campaign delivered a 6.37x ROAS on ticket sales, 2.47x ahead of forecast and around 69% above typical sales-campaign benchmarks, from 1,281 tracked ticket conversions. Lookalikes of recent purchasers were the standout audience at 6.99x, and day-specific ticket creative reached as high as 9.95x.
The campaign delivered a 6.37x ROAS on ticket sales, 2.47x ahead of forecast and around 69% above typical sales-campaign benchmarks, from 1,281 tracked ticket conversions. Lookalikes of recent purchasers were the standout audience at 6.99x, and day-specific ticket creative reached as high as 9.95x.
See how other teams are winning with OnSocial
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