Launching a Brand — and Selling Out Events
About project
How Paperclip helped Base31 launch a brand new venue and drive outstanding ROI through Meta ads.
Base31, a new events venue in Prince Edward County, partnered with Paperclip from day one to launch their brand and fill their event space through a performance-driven strategy. We worked alongside their internal marketing team to implement paid media across Meta and Google and optimize every stage of the campaign funnel.
The Challenge
- Launch a new brand with no historical data
- Drive strong ROI from event ticket sales
- Implement tracking across channels
- Support an internal team with execution, optimization, and analytics
The Strategy
- Launched Meta campaigns across over 150 ad sets in seasonal bursts
- Segmented campaigns by event type and date to maximize relevance
- Used ROAS-based optimization to shift budget in real-time to top performers
- Developed a cross-platform tracking strategy for purchase data attribution
- Tested creative formats including video, carousel, and static ads for each event
Results
- 13.05x return on ad spend in peak months
- 124% increase in purchases between Q3 2023 and Q3 2024
- Used ROAS-based optimization to shift budget in real-time to top performers
- 61% improvement in ROAS from early campaigns to optimized periods
- Achieved consistent revenue growth month-over-month across high season
- Maintained strong performance even as spend scaled significantly
review
What Client Say About Us
“Julia played a crucial role in launching our venue, seamlessly integrating into our team. Her paid media expertise has been essential in filling our events and achieving outstanding results. Her ability to optimize every opportunity has been instrumental in growing the Base31 brand.”
Base31
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