FUZEN / NORTHERN BASS
We know the New Zealand market inside and out, and what works when it comes to music marketing. That's why we’re proud to have fostered a dynamic partnership with Fuzen, New Zealand's premier electronic music promoters, to bring the annual Northern Bass festival to life.
Our Northern Bass 22/23 digital advertising campaign's ROAS (Return On Ad Spend) was already impressive at 35, but last year, we absolutely smashed it with a whopping 140.37! (Just to put that in perspective, most e-commerce businesses would do backflips for an ROAS of 8.) Coupled with over 1.23 million total impressions from our multi-platform advertising efforts, this campaign set new records in our books.
How we smashed ROAS records & created festival film for Northern Bass
From Fans to Filmmakers
Some of us here at Pop That have been Northern Bass devotees for years, so getting to film the after-movies and build out the digital advertising campaign for the past couple of years has been a dream come true. It wasn't just work—it was a chance to share our passion for music and storytelling and capture the incredible energy of the festival.
We filmed everything, from the mind-blowing main stage acts to the hidden gem sets tucked away in the festival grounds. Our goal was to create a visual masterpiece that bottled the essence of Northern Bass: the unique atmosphere, the incredible sense of community, and the pure joy of being there. We wanted viewers to feel like they were transported right into the festival, dancing to the music and soaking up the good vibes.
#northernbass
Marketing Expertise Beyond the Screen
Our journey with Northern Bass and Fuzen isn't new. From Paul booking artists back at Fu Bar and Zen, we've evolved together over the last couple of years, constantly pushing the envelope further to improve and reach new goals for our campaigns.
Our partnership with Fuzen went beyond just the aftermovie. We also helped them with digital advertising to reach a wider audience and create a massive buzz for the festival. (Remember, Northern Bass sold out for 2022/23!) Our ad campaign crushed it, with impression cost efficiency and cost per click coming in at 90% and 20% better than industry benchmarks, respectively.
We weren't just about the visuals—we also offered our insights and guidance on other marketing strategies. We helped them develop organic social media strategies to keep festival-goers engaged year-round, and created killer EDMs that resonated with fans long after the last beat dropped.
Our continued success is a testament to our deep-rooted knowledge of what resonates with New Zealand digital audiences. A passion for the NZ music scene gives a unique depth to our work, enabling us to capture the spirit of events with genuine passion and strategic insight.
