Live Republic
How we assisted Live Republic in building a national touring brand
The client
Live Republic UK is one of the country’s fastest-rising touring event brands, best known for curating sell-out shows that fuse iconic music, production, and high-energy crowds. From throwback R&B events to Rum & Reggae festivals, headline DJ tours & Girly Pop shows, their events regularly pack out venues across the UK - delivering true value to music lovers, venues and partners alike.
In 2022, they began partnering with Driven by Digital to enhance their campaign performance, increase ticket sales, and develop a repeatable marketing system that could be applied not just in one location but across multiple towns and cities in the UK.
The task
Live Republic had built strong momentum in Nottingham at Binks Yard through events like R&B Mania, Rum & Reggae Festival & Girly Pop & more, but they needed a performance-driven partner to help:
Run more profitable Meta ad campaigns that sell more tickets for their events.
Build a marketing blueprint that could be replicated across other events in different genres, and then eventually be deployed to other cities.
Provide clear consultancy and support to help them grow their portfolio of events in Nottingham and beyond.
Our Strategy
🔧 Step 1: Build a Performance Model in Nottingham
We began by auditing their previous campaigns in Nottingham, identifying gaps in audience targeting, campaign structure, and creative performance.
We then launched a structured Paid Social strategy that included:
Full-funnel campaigns
Geo-targeted campaigns hyper-focused on Nottingham and the surrounding areas
Custom audience segments built from purchase behaviour, engagement and web activity
Creative testing cycles using professional video content, artist clips, UGC footage and local venue content
Over time, we refined this system to consistently increase the ROAS and drive early ticket sales for their events.
🌍 Step 2: Scale the Blueprint to Other Cities
Once we had a high-performing model in Nottingham for a few of Live Republic's brands such as Girly Pop & Rum & Reggae Festival, we developed a repeatable event marketing blueprint that could be used for different event brands in different genres as well as in different cities such as Birmingham, Sheffield, Leeds and beyond.
Each launch followed the same format:
Localised audience builds
Geo-optimised ad copy
Regional performance forecasting
Budget tiering based on early traction & seasonality
This allowed Live Republic to expand with confidence, launching into new genres & cities without guessing what would work, and without wasting budget.
🤝 Step 3: Ongoing Support & Strategic Consultancy
Beyond campaign management, we became a strategic partner, providing weekly advice on:
Event-by-event launch timelines
Ticket pricing and positioning
Sales pacing and optimisation
New show concepts and creative input
Audience growth and re-engagement strategies
This ongoing input allowed the internal team at Live Republic to make informed decisions, respond quickly to performance insights, and operate with the agility of a much larger business.
The result
Since partnering with Driven by Digital, Live Republic has:
✅ Built a proven campaign model that consistently sells out shows across multiple genres
✅ Reduced their advertising Cost per Purchase (CPA) significantly across Meta
✅ Developed a reliable marketing strategy that drives early ticket momentum
✅ Grown their internal capability through collaborative support and strategic input
✅ Contributed to scaling their events from 1 city to 10+ using our paid ad & event marketing blueprint
What started in Nottingham is now a national touring brand, built on solid performance marketing foundations.
Testimonial
We've worked with Dan for over 3 years now on a number of brands including Rum & Reggae Festival & Live Republic.
Dan has specifically helped us massively to increase our events operation in Nottingham and break into new locations across the country. His knowledge on marketing and digital advertising is second to none and is highly recommended.
- Rushi Pandit
4.73X
Average ROAS
124+
Events Launched
89,342+
Tickets Sold