A full-funnel digital campaign that drives relevance and ticket sales.

Sonus Festival is one of Croatia’s leading electronic music festivals and faced a familiar yet complex challenge: sustaining excitement year after year while driving consistent ticket sales.

While past campaigns had relied heavily on Meta Ads, few experiments were made across other channels or funnel stages.

Despite years of powerful emotional content, the storytelling followed a similar pattern each season. Moreover, there was no established measurement framework in place. Decisions were based on intuition and past experience rather than structured testing and data-driven insights.

The result: limited learnings, underutilized creative assets, and missed opportunities to scale efficiently.

We wanted to bring back what had always made Sonus special - the feeling. But this time, with the precision of a system that learns.

We built the new campaign around three pillars: Urgency, Timetable/Artists, and Real Experiences.

Our first step was to introduce a clear measurement framework that allowed us to form hypotheses, test them systematically, and make informed optimizations.

This turned instinctive marketing decisions into measurable learning cycles.

On the creative side, we used Sonus’ vast archive of emotional content to design a user-nurturing effect: instead of showing the same asset repeatedly, users were exposed to a sequence of varied yet coherent visuals and narratives.

This simulated an organic scrolling experience creating trust, familiarity, and multiple touchpoints with the brand.

Through a targeted omnichannel approach, we were able to match different platforms to different funnel stages - from awareness to conversion.

This allowed Sonus to not only re-engage existing fans but also reach new audiences in the crucial final four months before the event.

The result: a 4.5x return on ad spend, significant late-stage ticket sales growth, and a repeatable campaign structure for future editions.

Most importantly, Sonus gained a system to retell its story each year, not by repeating the same creative world, but by continuously evolving it through data, emotion, and structure.