B2C
B2C
Paid Media
Paid Media
B2B
B2B
Recruitment and awareness for international bagpiper
Bras Rodrigo is a bagpiper, composer, and musical director with more than three decades of international career. He also served as the coordinator of the New York City St. Patrick's Day Parade, bringing the Asturian-Celtic culture to Fifth Avenue.
+95%
+95%
Tickets sold
Tickets sold
+1M
+1M
Impressions
Impressions
5.37
5.37
ROAS
ROAS
Growth Marketing
Events
Content creation
Digital Advertising
Influencer Marketing
Graphic design
Video editing
Growth Marketing
Events
Content creation
Digital Advertising
Influencer Marketing
Graphic design
Video editing
Category
B2B
Customer
Bras Rodrigo
01
Context
Context
Context
Bras Rodrigo, internationally renowned bagpiper and former Coordinator of the New York St. Patrick's Parade, began a series of intimate concerts across Spain in 2025. The challenge: to transfer his prestige from large festivals to medium-sized venues, strengthen his personal brand, and achieve full attendance while maintaining the authenticity and emotion of his Celtic proposal.
Bras Rodrigo, internationally renowned bagpiper and former Coordinator of the New York St. Patrick's Parade, began a series of intimate concerts across Spain in 2025. The challenge: to transfer his prestige from large festivals to medium-sized venues, strengthen his personal brand, and achieve full attendance while maintaining the authenticity and emotion of his Celtic proposal.
Needs and goals
Needs and goals
We tailor our services and strategy to the client's context
We tailor our services and strategy to the client's context
We tailor our services and strategy to the client's context
1.
Fill 900 seats between León and Siero to ensure the profitability of the tour.
1.
Fill 900 seats between León and Siero to ensure the profitability of the tour.
1.
Fill 900 seats between León and Siero to ensure the profitability of the tour.
2.
Increase the brand awareness of Bras Rodrigo in the Spanish market and position it as a benchmark.
2.
Increase the brand awareness of Bras Rodrigo in the Spanish market and position it as a benchmark.
2.
Increase the brand awareness of Bras Rodrigo in the Spanish market and position it as a benchmark.
3.
Reach new audiences segmented by musical interests (Celtic music, folk, and similar) and geographic location.
3.
Reach new audiences segmented by musical interests (Celtic music, folk, and similar) and geographic location.
3.
Reach new audiences segmented by musical interests (Celtic music, folk, and similar) and geographic location.
4.
Generate prior engagement to boost ticket presales.
4.
Generate prior engagement to boost ticket presales.
4.
Generate prior engagement to boost ticket presales.
5.
Coordinate multichannel campaigns in two regions.
5.
Coordinate multichannel campaigns in two regions.
5.
Coordinate multichannel campaigns in two regions.
02
Challenge
The main challenge was to bring Bras Rodrigo's proposal to festivals and large events to local and urban concerts through a closer experience, while maintaining the excitement and authenticity of his Celtic music. We had to highlight his proposal against other folk artists in a very competitive market.
The main challenge was to bring Bras Rodrigo's proposal to festivals and large events to local and urban concerts through a closer experience, while maintaining the excitement and authenticity of his Celtic music. We had to highlight his proposal against other folk artists in a very competitive market.
03
Strategy and Implementation
01
We designed an advertising strategy for the different phases of the funnel, from awareness to retargeting, activating clear messages and incentives to convert advertising investment into tickets sold.
Creation of narratives adapted to each phase of the funnel:
Awareness: introduction to Bras Rodrigo's journey and samples of his style in audiovisual format, from a personal and close communication.
Consideration: short clips of live performances, unique propositions, and reviews from specialized media.
Conversion: clear calls to action with last-minute incentives, few tickets, etc.
01
03
Strategy and Implementation
01
We designed an advertising strategy for the different phases of the funnel, from awareness to retargeting, activating clear messages and incentives to convert advertising investment into tickets sold.
Creation of narratives adapted to each phase of the funnel:
Awareness: introduction to Bras Rodrigo's journey and samples of his style in audiovisual format, from a personal and close communication.
Consideration: short clips of live performances, unique propositions, and reviews from specialized media.
Conversion: clear calls to action with last-minute incentives, few tickets, etc.
01
03
Strategy and Implementation
01
We designed an advertising strategy for the different phases of the funnel, from awareness to retargeting, activating clear messages and incentives to convert advertising investment into tickets sold.
Creation of narratives adapted to each phase of the funnel:
Awareness: introduction to Bras Rodrigo's journey and samples of his style in audiovisual format, from a personal and close communication.
Consideration: short clips of live performances, unique propositions, and reviews from specialized media.
Conversion: clear calls to action with last-minute incentives, few tickets, etc.
01
Some tools and platforms used ⚝
Some tools and platforms used ⚝
04
Impact
Impact
The campaign positioned Bras Rodrigo as a prominent artist in the Spanish folk scene, generated a strong buzz on social media and local press, and culminated with sold-out theaters.
The campaign positioned Bras Rodrigo as a prominent artist in the Spanish folk scene, generated a strong buzz on social media and local press, and culminated with sold-out theaters.
Results
Results
Committed to business growth
+95%
Tickets sold
Over 95% of tickets sold between León and Siero (900 seats covered)
+95%
Tickets sold
Over 95% of tickets sold between León and Siero (900 seats covered)
+95%
Tickets sold
Over 95% of tickets sold between León and Siero (900 seats covered)
+1M
Impressions
+1M impressions on Meta, Google, and Spotify
+1M
Impressions
+1M impressions on Meta, Google, and Spotify
+1M
Impressions
+1M impressions on Meta, Google, and Spotify
5.37
ROAS
5.37 ROAS across both concerts
5.37
ROAS
5.37 ROAS across both concerts
5.37
ROAS
5.37 ROAS across both concerts
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WEB DESIGN
UI Design
UX Design
SEO
WEB DEVELOPMENT
BRANDING
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