Camp Bestival
Reshaping perceptions and boosting ticket sales for the UK’s largest family festival.
Camp Bestival is the UK’s biggest festival designed for families.
Started by Radio 1 DJ Rob Da Bank and his wife Josie as the family-focused sequel to the original, the festival promises attendees an action-packed weekend to remember for the whole family across its Dorset and Shropshire sites.
Camp Bestival came to us to research customer barriers, develop strategy, create assets and build and monitor an extensive media plan of digital and offline media to build awareness and increase conversions (ticket sales) for both sites.
396%
ROAS from Meta conversion campaigns.
462%
ROAS from Meta conversion for Camp Bestival’s Dorset site exclusively.
25.6K
Clicks to site through Spotify alone, with a clickthrough rate of 3.61%.
We started by researching extensively into the motivations, pain points and barriers parents had to attending the festival.
One of these key barriers we needed to overcome was the perception of festivals being dirty, noisy, unsafe places that are unsuitable for families with young children.
From this, we devised a concept all around a child’s point of view of the festival, informed by the plethora of activities and experiences they can enjoy, showing parents that Camp Bestival isn’t like other festivals.
Our strategy also highlighted the important role social proofing could play in educating parents on the meaningful differences of Camp Bestival.
We brought together testimonials from previous attendees, as well as authentic imagery, to emphasise the different things Camp Bestival does to ensure families are at the heart of the festival.
We developed a creative brief detailing guidance on copy, tone, voice and design for this concept, so that Camp Bestival’s team can take it in-house, build upon it and create further assets in keeping with our work.
Working closely with the Camp Bestival team, we also provided creative direction for their brand awareness videos – the script for which was also used in their Spotify campaign – and created paid assets addressing parents’ concerns, positioning Camp Bestival as an unmissable weekend unlike any other festival, built for your family from the ground up.
These were activated through a comprehensive media plan covering multiple outlets, timetabled to have activations around lineup announcements and day ticket releases, leading up to the actual festival start dates.
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