GirlyPop Live
How Meta Ads Helped GirlyPop Live Become One of the UK’s Fastest Growing Family Event Brands
The client
GirlyPop Live is one of the UK’s fastest-growing family-focused daytime pop party brands, created for young pop fans and their families through immersive live experiences inspired by some of the world’s biggest artists.
Blending tribute performances, live DJs, glitter stations, dancers, roaming entertainers and high-energy crowd moments, the brand quickly gained momentum across the UK by tapping directly into the popularity of artists such as Taylor Swift, Sabrina Carpenter, Olivia Rodrigo and Beyoncé.
Driven by Digital partnered with GirlyPop Live from launch, helping scale the concept nationally through performance-led Meta advertising campaigns and event marketing consultancy.
11.6X
Average ROAS
40+
UK Locations
£3.92
Average CPA
The task
GirlyPop Live launched into an increasingly crowded experiential events market, where standing out quickly and building trust with parents was critical.
The challenge was not only creating awareness for a completely new concept, but building a scalable touring event system capable of launching rapidly across multiple cities while maintaining strong profitability and consistent ticket sales.
The team needed support with:
• Launching a brand-new touring concept nationally
• Building awareness quickly in multiple cities
• Creating campaigns that appealed to both children and parents
• Developing scalable Meta ad structures for touring events
• Improving launch pacing and audience building
• Creating high-performing creatives suited to younger audiences and social-first behaviour
The Strategy
Building A Touring Event Blueprint
From the start, our focus was on creating a scalable campaign structure that could be repeated efficiently across multiple cities and venues.
We worked closely with the team on:
• Meta ad campaign management
• Touring launch strategy
• Audience targeting and scaling
• Budget pacing and optimisation
• Sign-up campaigns and launch momentum
• Creative direction and testing
This allowed campaigns to launch quickly while maintaining consistency across locations as the brand expanded nationally.
Creative-First Campaigns
Because the audience was heavily visual and social-media-driven, creative played a huge role in campaign success.
Campaigns leaned heavily into:
• Bright, energetic visuals
• Tribute performance clips
• Crowd reaction footage
• Glitter stations and immersive experiences
• Parent-focused messaging around safe daytime experiences
• Viral-style social content designed to stop the scroll quickly
We also focused on building campaigns around emotional excitement and “must-attend” moments rather than simply listing artists or event details.
Leveraging Pop Culture Momentum
One of the biggest strengths of the brand was its ability to move quickly alongside current pop culture trends.
Campaigns were built to capitalise on the huge popularity surrounding artists such as Taylor Swift and Sabrina Carpenter, allowing the events to tap directly into existing fan demand and social conversation.
This created strong engagement, high click-through rates and rapid ticket momentum across launches.
The result
Since launch, GirlyPop Live has rapidly expanded into one of the UK’s most recognisable touring family pop event brands.
Results included:
✅ 11.3x blended Return on Ad Spend (ROAS)
✅ 40+ UK event locations
✅ 94% average sell-out rate across campaigns
✅ Rapid nationwide expansion through scalable Meta ad systems
✅ Highly profitable campaigns built around creative-first strategy
✅ Strong launch momentum and audience engagement across all locations
Most importantly, the brand successfully created a repeatable touring event model capable of launching quickly into new cities while maintaining strong ticket demand and profitability.