Going.
Going. is Poland’s biggest mobile platform where users can easily find tickets for selected events – both free and payable. Going.’s innovative solutions simplify the whole purchasing process to just a few clicks which can be done everywhere, from mobile or desktop access.
Going. also offers a comprehensive organisation and full-service party – from promotional activities and ticket sales to the individual ticket control system. The company’s portfolio of clients includes Poland’s hottes stars such as Taco Hemingway and Taconafide and also hottest events Tauron Nowa Muzyka, Unsound Festival & H&M Loves Music, as well as the Warsaw Home interior design fair.
There are over 300k Going. app users and over 1 milion views of the Goingapp.pl website.
In 2018, Going. became the part of the Empik Group, the largest Polish publishing group. This led to the creation of the biggest multiple ticketing platform in Poland which provides information about entertainment and cultural events to over 17 million people across Poland.
Challenge/Task:
From the very beginning, Going. has been developing very dynamically, beginning in Warsaw and soon spreading to other cities by offering easy and quick access to the best parties, concerts, stand-ups and other events. In 2019, Going. faced a problem – customer acquisition was decreasing in an organic way. Therefore, the main challenge here was to boost awareness of amongst the target group and to increase app downloads. That’s why Going. addressed their requests to MADOGZ and asked for the preparation of a strategy and tactical solutions which would achieve their objectives.
What MADOGZ did:
MADOGZ prepared a complete communication strategy, video spot and one year strategy (video based performance marketing) for a performance campaign whose main goals were increasing app downloads and selling tickets.
To improve brand recognition MADOGZ also implemented several public relations activities such as, creating a dedicated press office and constant cooperation with opinion leaders, key journalists and influencers.
Client’s opinion:
“
We are extremely satisfied with the activities by MADOGZ! The effects achieved far exceeded our expectations and assumed KPIs. Thanks to the very active and flexible attitude of the agency, we’ve decided to expand our cooperation to more marketing fields.
Anna Maria Zurek, COO Going.
“
MADOGZ opinion:
“
The cooperation with Going. let us show that creativity is not only interesting videos, but also effective performance activities. Thanks to our cooperation on various social media platforms with the biggest Polish brands, we were able to calibrate our effective strategy to achieve Going.’s goal within the given budget. By dozens of A/B tests, we could perfectly choose the best working creatives for the target groups and thus lower the costs for previously set KPIs (selling tickets or app downloads). We are achieving better and better results every month thanks to our creative optimisation.
Paweł Ostrowski, Strategy Director
“
RESULTS:
Production Costs:
Less than 15 000 EUR (media cost not included)