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Bob Marley One Love Experience
The Client
Total impressions
Tickets sold
Extension of the exhibit
Reggae pioneer Bob Marley is one of the most recognizable artists in the world, whose distinctive voice became beloved by those well beyond his native Jamaica. The Bob Marley One Love Experience at Ovation Hollywood celebrates his legacy, featuring over 15,000 square feet of photographs, stories and artifacts to immerse visitors in the life of the revolutionary and groundbreaking musician.
The client wanted to raise awareness of the Bob Marley One Love Experience pop-up live in Los Angeles from January 27 to May 20, 2023. They also wanted to generate ticket sales. The One Love Experience had already completed successful runs in London and Toronto.
The client did not provide much time between the beginning of the campaign and the launch of the pop-up. Also, if we did not convert enough people who saw the ads and did not get enough people in the door, the experience would have closed without any extensions.
We wanted to broadcast the message far and wide within Los Angeles while focusing on people most likely to convert and purchase tickets, and digital provided the best way to do that. We raised awareness through platforms like YouTube and Google Display and focused on driving conversions with search and social.
Bob Marley is an iconic artist and a household name, so we made sure we covered his very large fanbase, first and foremost. We then tested various other audiences based on similar interests and purchase intent, pumping our budget into audiences that were converting. We also used dynamic creative showcasing different aspects of the exhibit, including a marijuana forest.
Since this was a digital campaign advertising on social media, we did not create another social media element. But the official Bob Marley Experience social pages posted about the Los Angeles opening and received strong engagement.
We ran the campaign across every major digital channel: Facebook, Instagram, TikTok, Google Search, YouTube, Google Display and Spotify.
The campaign generated 28,756,749 impressions. We also sold more than 2,000 tickets, which the client was very pleased with. The run was extended for an additional month.
Gino Sesto, Founder & CEO, DASH TWO
As an agency, we are nimble and able to pivot quickly with creative and targeting adjustments. After results started coming in, we adjusted our budgets accordingly to support the best-performing campaigns.
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