Helping MPV Hit the
Right Notes on Social Media
Year of engagement
2021-22
Industry
Music & Entertainment
Services Provided
- Social Media & Digital Presence
- Performance Marketing
about client
Mukesh Patil Ventures (MPV) is driven by a passion for curating LIVE musical experiences. Their events showcase the finest talent from India’s classical and Bollywood music scene, offering audiences an experience that celebrates India’s rich musical heritage.
Background
Traditionally, MPV’s events were listed on prominent Indian ticketing platforms. While these listings provided digital presence, there was a noticeable gap in targeted digital marketing efforts. The lack of strategic
engagement on social media platforms meant missed opportunities to create buzz, foster excitement, and drive traffic to ticketing portals for ticket bookings.
about approach
To strengthen MPV’s digital presence organically, I identified Instagram, Facebook, and YouTube as the key platforms to focus on. The strategy involved a blend of organic content creation – including posts, reels, and stories before, during, and after events – to keep the audience engaged. Additionally, collaborations with artists and content celebrating the birth and death anniversaries of iconic musicians, Indian festivals, and music-related observances further amplified the outreach.
For paid strategies, I began by analyzing historical consumer data, which included demographics (age, gender, location), affinity towards musical events, type of musical events attended. This information was leveraged on Meta to build Custom, Interest-Based, and Lookalike Audiences, effectively expanding the pool of potential ticket buyers. A/B testing became a core part of the strategy. I created campaigns with multiple ad sets and variations, rigorously testing different content types, timing, and platforms to identify the most effective combinations for reaching the right audience.
