Structure by city and by phase
Each run operated as its own campaign: Rio de Janeiro (Teatro Multiplan, August 7 to September 21) and São Paulo (Teatro Liberdade, October 3 to November 30). Inside each city, results were read by phase (opening, sustain and final sprint), because cost per ticket shifts across the window and budget has to move to wherever CPA is healthy.
Optimized for sales, not clicks
Campaigns ran on a conversion objective with the purchase event tracked end to end through the ticketing flow. That lets the algorithm optimize for people who actually buy, and it leaves the result auditable: 6,003 purchases recorded in the pixel and R$ 1.68 million (about US$ 329,000) in attributed revenue.
Official artwork for volume, backstage for social proof
The show's official artwork carried the delivery volume at a CPM between R$ 7 and R$ 8 (about US$ 1.40 to US$ 1.55). Alongside it, backstage videos in UGC format did the social proof work. The best of them, filmed inside the theater ("this whole theater is packing out"), closed at a ROAS of 40.85 and a CTR of 2.48%, well above the account average.
High frequency as a decision, not an accident
In the short window of a live event, a frequency between 7 and 9 is not waste. It is the cost of winning a purchase decision in a handful of weeks. Control ran by phase and by creative, rotating the artwork to hold off fatigue without easing the sales pressure.
