Secret Garden Party
800% increase in ticket sales over two months.
Secret Garden Party made the bold decision to drop all headliners and return to grassroots & emerging artists. With three months to go, they needed to rebuild belief, re-engage their audience, and drive ticket sales without relying on traditional lineup marketing.
Situation & Challenge
Removing headliners meant the festival had to sell a vision, not a lineup. The challenge was to re-engage previous ‘gardeners,’ attract a new like-minded audience, and rebuild momentum all within a short timeframe.
+800%
ticket sales in 2 months
14x
return on ad spend
+534%
engagement
70M
press reach
Impact
Repositioned Secret Garden Party around a renewed grassroots identity, rebuilding belief, re-energising its audience, and restoring momentum for a new era of the festival.
Bold, narrative-led repositioning that transformed risk into relevance—reigniting demand, rebuilding audience belief, and redefining the festival beyond headliners.
What We Delivered & Results
We created the “Drop the Headliner” campaign, turning the absence of headliners into the festival’s central story. After a one-month strategy phase, we executed an integrated campaign combining paid media, social storytelling, press coverage, and direct-to-fan activations, including email and retargeting.
Ready to build a campaign that delivers real results?
Let’s build your next standout campaign.
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