Gin & Rum Festival
Supporting Gin & Rum Festival With Paid Social & Touring Event Advertising
The client
Gin & Rum Festival is one of the UK’s leading touring drinks festivals, bringing together premium spirits, live entertainment, DJs, cocktails and immersive social experiences in cities across the country.
Known for combining the atmosphere of a music event with the discovery aspect of a tasting festival, the brand has built a loyal audience nationwide and established itself as a standout name within the daytime and lifestyle events market.
As the market became increasingly competitive with more promoters entering the space, Gin & Rum Festival partnered with Driven by Digital to improve campaign performance, reduce wasted spend, and build a more scalable event marketing system across its growing national tour.
3.8M
Ad Impressions
19%
Tracked ROAS Increase
15+
Locations Supported
The task
Although the brand already had strong recognition nationally, there were several areas holding back campaign performance and scalability.
Key challenges included:
• Overspending due to inaccurate attribution and pixel setup
• Poor tracking visibility across ticket sales
• Lack of creative diversity within campaigns
• Increased competition within the daytime events market
• Difficulty standing out as more similar concepts entered the space
• Inconsistent performance across locations
The goal was to improve efficiency, strengthen campaign structure, and create a more reliable framework for scaling events profitably across multiple cities.
The Strategy
Fixing Tracking & Attribution
One of the first priorities was improving the technical setup behind the campaigns.
We worked with the team to improve:
• Pixel implementation and tracking accuracy
• Campaign attribution visibility
• Audience data collection and retargeting
• Conversion tracking consistency across events
This allowed the team to make much clearer decisions around budget allocation, campaign performance and scaling opportunities.
Creative-First Campaign Structure
As competition within the market increased, creative became one of the biggest differentiators.
We helped shift the campaigns towards a much more creative-first structure focused around:
• Live event atmosphere
• UGC and crowd content
• Premium drinks and experience-led visuals
• Entertainment and DJ footage
• High-energy social moments
• Creative variation at scale
Rather than relying on a small number of ads, campaigns were built around a diverse range of creatives designed to feed Meta’s algorithm with stronger signals and improve overall performance.
Leveraging Existing Audience Data
One of the biggest strengths of the Gin & Rum Festival brand was its large existing customer database and strong national recognition.
We worked closely with the team to better utilise this through:
• Retargeting strategies
• Customer audience segmentation
• Launch momentum campaigns
• Regional audience builds
• Repeat customer nurturing between events
This helped improve ticket conversion efficiency while strengthening long-term audience value across multiple cities.
Event Marketing Consultancy & Touring Support
Alongside campaign management, we also acted as an ongoing event marketing partner, supporting the wider growth of the brand through:
• Launch pacing support
• Budget monitoring and allocation
• Scaling strategy across locations
• Advice around new concepts and city launches
• Ongoing campaign optimisation and performance reviews
The result
Through a combination of stronger tracking, creative-first Meta campaigns and ongoing consultancy support, Gin & Rum Festival was able to build a more scalable and efficient touring marketing system.
Results included:
✅ 19% increase in tracked Return on Ad Spend (ROAS)
✅ Campaign support across 15+ UK cities
✅ Over 3.8 million ad impressions delivered
✅ Improved tracking visibility and attribution accuracy
✅ Stronger campaign consistency across multiple locations
✅ Better-performing creative and audience engagement within a crowded market
Most importantly, the brand was able to adapt successfully as competition within the daytime events sector increased, maintaining strong awareness and scalable ticket sales across its national tour.
Testimonial
We had a great experience working with Driven by Digital on our Meta ads campaigns. From the start, they were responsive, knowledgeable, and genuinely invested in helping us achieve strong results.
Donna Brady - Operations Manager