Eventbrite

The Objective

Eventbrite is a global events marketplace that serves event creators and event-goers in nearly 180 countries. Since its inception, Eventbrite has been at the center of the experience economy, transforming how people organize and attend events. To enhance user engagement and drive ticket sales, Eventbrite was looking for innovative ways to encourage new and existing eventgoers to discover and purchase event tickets. Recognizing TikTok's growing influence as a source of inspiration for finding new things to do, Eventbrite leveraged TikTok Search Ads to engage audiences during the critical discovery phase of their journey.

The Solution

Eventbrite identified a strategic opportunity to engage new and existing customers during a critical stage of their eventgoing journey: the planning stage. TikTok Search Ads Campaign offered a powerful avenue for Eventbrite to connect with highly engaged audiences actively seeking inspiration.

For the purposes of this pilot, Eventbrite focused on building a campaign aimed at consumers who are planning what to do on vacation. By targeting relevant keywords such as "travel," "food & drink," and "attractions" – tailored to specific cities –  Eventbrite effectively paired user searches with relevant events and experiences from its events inventory. Whether users were exploring pasta-making classes, yoga retreats, or top dining spots, the campaign matched their interests with curated event options, enhancing the discovery experience.

To further drive engagement, Eventbrite utilized native, user-generated content (UGC) that resonated authentically with TikTok's audience. For example, searches for "food and drink" showcased standout local dining experiences, while searches for "top things to do" highlighted must-visit attractions. This approach leveraged TikTok users' preference for relatable, trusted recommendations and inspired event participation.

The Results

By adopting TikTok Search Ads, Eventbrite saw click-through rates increase by +66%, and overall CPAs decreased by -33% on complete payment transactions for their in-feed ad campaigns. This shows the power of discovery on TikTok and how it can meet consumers at the right time and in the right place. 

Additionally, Eventbrite plans to use the insights gleaned from TikTok Search Ads to inform its keyword strategy for future TikTok Search Ads campaigns.