Creating and activating paid media for Oxford’s biggest beer festival.

Tap Social Movement had promoted Change is Brewing through print and flyer distribution for years. For the 2026 edition – the festival’s fifth – they wanted to diversify ticket sales cost-effectively and build a tactical blueprint for promoting future editions of the event. The objective was to sell as many tickets as possible ahead of a 700-capacity all-day festival in Botley, Oxford.

With no historical paid social data to work from, we built the campaign from the ground up. A single traffic campaign – objective set to maximise landing page views – kept the structure clean and learning fast. All targeting and budget sat at a single ad-group level, allowing Meta to optimise delivery without splitting signals across multiple ad sets.

We targeted craft beer enthusiasts, festival-goers, and audiences following food influencers within a 20-mile radius of Oxford. Creative was developed from scratch by Invanity in Tap Social’s brand style, built across all required Meta formats to unlock Advantage+ placements and optimise for ticket sales directly. We integrated the Meta Pixel with the WeGotTickets platform for clean attribution throughout. Budget was paced steadily in the opening weeks, then ramped hard in the final fortnight to drive urgency as the event approached.

Paid Social drove a significant share of advance ticket sales – contributing to such high volume that we switched the campaign off three days before the event. Tap Social now has a proven paid social framework and real historical data to build from for future events.

“We had an extremely positive experience working with Invanity on a recent digital promotional campaign. The team was proactive, insightful, and delivered on all expected aspects of the project. We’d happily work with them again, and wholeheartedly recommend them.”

— Tap Social Movement.