Meta was the undisputed revenue engine of 2025. Across all platforms, paid media delivered industry-leading efficiency with blended ROAS far exceeding benchmarks. Every dollar was tracked, followed, and reallocated toward what performed.

Budget was dynamically allocated based on live data. Meta absorbed the majority of spend and produced the overwhelming majority of revenue. Other platforms played supporting or defensive roles.

The campaign flight was structured to mirror the natural purchase journey — awareness first, urgency last. Spend ramped strategically across three phases as audience temperature increased.

Campaigns were structured with precision — separating lead generation from purchase conversion, and testing two distinct landing destination strategies during the teaser phase to identify the lowest-cost path to acquisition.

Zero-series campaigns form the foundation of our targeting strategy, focusing on local market conversions and geographic expansion. They establish baseline performance while maintaining efficient cost structures.

This layer targets our warmest audience: users who have engaged with our content or website in the last 30 days.

This layer combines long-tail historical engagement with predictive modeling, leveraging Meta's AI to identify and convert high-probability prospects across expanded geographic footprints.

This layered approach is a self-reinforcing system where each campaign feeds data into the next. Foundation campaigns set baselines, engagement captures intent, deep-cycle remarketing extends customer LTV, and predictive lookalikes expand market reach.

Target: New York DMA. Broad geographic targeting within the market radius — no heavy interest layering. Optimized directly for purchases during the on-sale window. High frequency achieved, indicating strong market penetration and saturation.

Adjacent markets were targeted specifically to capture audiences likely to travel to the event. These DMAs behaved remarkably similarly to the primary New York market — delivering comparable ROAS and CPA efficiency at stable scale.

Built from John Summit's direct engagement data — the highest-intent audience in the account. These audiences were segmented by geography and recency, with a 30-day exclusion to protect remarketing pools and prevent overlap with existing converters.

Extended reach beyond the core artist audience by tapping into aligned cultural brand ecosystems. Experts Only, Brownies & Lemonade, and relevant partner engagement pools provided a high-quality expansion layer without sacrificing efficiency.

Lookalike audiences were built from the most valuable signals in the account — purchasers, artist-engaged users, and high-intent engagement pools. While less efficient than direct remarketing, they represent the clearest path to scalable volume expansion.

When viewed side by side, the platform performance story is unambiguous. Meta is the primary revenue engine — scalable, efficient, and proven. Google plays a critical but bounded defensive role. TikTok and Snapchat do not warrant significant 2026 allocation without structural improvements to purchase conversion.

Announcement flyer dominated purchase volume during the on-sale window. As inventory tightened, urgency-based messaging took over — and the results were dramatic. Scarcity messaging consistently outperformed generic sustain creative in click-through and purchase rate.

Full ad-level performance data is available via the links below. Each report covers spend, purchase value, ROAS, CPA, and conversion scores across all campaign phases.

One of the most significant findings of 2025 was the performance gap between artist-owned story placements and standard brand-owned placements. John Summit's story inventory delivered dramatically lower costs — a structural advantage that should be prioritized and protected.

Placement-level CPA data reveals significant efficiency variance across the Meta ecosystem. Instagram placements dominated performance, with Explore and Explore Home delivering the lowest CPAs. Overall blended CPA came in at $2.64 — validating Meta's role as the primary conversion driver.

The audience demographic data confirmed strong alignment with the core electronic music consumer. Gender split was nearly equal — indicating broad appeal. Age concentration in 25–34 validates the creative and targeting approach.

The 2025 campaign established a repeatable, scalable playbook. Each takeaway below is a confirmed strategic principle, validated by data, ready to be operationalized in 2026.

The 2026 media plan allocates $59,000 across six channels with a phased flight structure. Meta anchors the plan at 68% of spend, with TikTok, Snapchat, Search, YouTube, and Google Display rounding out the cross-platform mix.