Love the 90s Festival
How Love The 90s Festival Achieved 127% Growth with Meta Ads & Event Marketing
The client
Love The 90s Festival is one of the UK’s fastest-growing nostalgia festival brands, bringing huge 90s dance acts, iconic throwback moments and full-scale outdoor festival experiences to audiences across the country.
What started as a brand-new concept in 2024 has quickly evolved into a nationally recognised touring festival, with events now taking place in cities including Nottingham, Sheffield, Manchester, Derby, Margate and Sunderland.
With huge names such as Basshunter, DJ Sammy, Ultrabeat and Artful Dodger on the lineup, the brand taps directly into the emotional nostalgia of millennials who grew up with 90s dance culture, club classics and summer anthems.
Driven by Digital partnered with Love The 90s Festival from launch, helping build the paid social and event marketing systems behind the rapid national expansion.
6.3X
Blended ROAS
127%
YOY Growth
£4.13
Average CPA
The task
Launching a brand-new festival brand in today’s market is incredibly competitive, especially within the nostalgia and dance event space where audiences are constantly being targeted by similar concepts.
The challenge was not just launching the brand successfully in Year 1, but building enough momentum and data to scale into larger greenfield festival sites and multiple UK cities quickly and profitably.
The team needed support with:
• Building awareness for a brand-new festival concept
• Launching successfully into multiple cities
• Creating scalable Meta ad structures from day one
• Building audience data through sign-up campaigns
• Developing creative direction that stood out in a crowded market
• Improving ticket pacing and launch momentum across locations
The Strategy
Building The Brand From Launch
From the beginning, our approach focused heavily on creating momentum early and building a scalable campaign structure that could grow with the festival.
We worked closely with the team on:
• Meta ad campaign management
• Event marketing consultancy
• City launch strategy
• Sign-up campaign structures
• Audience building and retargeting
• Creative direction and launch pacing
Rather than treating each city individually, we helped create a repeatable touring framework that allowed campaigns to scale more efficiently as audience data improved over time.
Nostalgia-Led Creative Strategy
One of the biggest strengths of the Love The 90s Festival brand is the emotional pull it creates with millennials who grew up around 90s music and club culture.
Our campaigns leaned heavily into:
• Artist-focused content and live clips
• Nostalgia-driven messaging
• Throwback visuals and emotional hooks
• Summer outdoor festival atmosphere
• UGC and crowd-energy footage
• High-volume creative testing across Meta
This creative-first approach helped the campaigns stand out in an increasingly crowded nostalgia events market while feeding Meta’s algorithm with the creative diversity it now prioritises heavily post-Andromeda update.
Scaling Into Larger Festival Sites
As the campaigns gained traction and audience data strengthened, we supported the transition into larger greenfield festival locations and broader national expansion.
This included:
• Budget pacing and scaling support
• Regional audience forecasting
• Campaign optimisation across cities
• Retargeting and repeat customer strategies
• Creative adaptation by location and lineup
The result
Since launching in 2024, Love The 90s Festival has rapidly grown into a scalable national touring festival brand with highly profitable campaigns and strong momentum across multiple cities.
Results included:
✅ 6.3x blended Return on Ad Spend (ROAS)
✅ 127% Year-on-Year growth
✅ £4.13 average Cost Per Acquisition (CPA)
✅ Successful expansion into major UK cities and greenfield festival sites
✅ Strong launch momentum driven by sign-up campaigns and audience building
✅ Highly profitable paid social campaigns built around nostalgia-led creative
Most importantly, the brand has successfully positioned itself as one of the UK’s standout nostalgia festival concepts, using performance marketing and creative-first Meta campaigns to fuel rapid national growth.