GigPig Paid Social
Paid Social for Live Music & Hospitality Tech - GigPig Case Study
Centre Stage Results
The Challenge
GigPig’s existing acquisition model was built around enterprise venues. The opportunity was in the long tail – local pubs, independent bars and grassroots hospitality spaces that could self-onboard without support. The challenge was reaching them at scale. Venue owners and small operators are a difficult audience to identify and target directly, and no paid social channel had been tested or proven for this purpose.
The Strategy
SQUIDGY built a sophisticated targeting model from scratch, combining data-driven audience sets, lookalikes based on existing venue users, job-title targeting for hospitality decision makers and regional segmentation across key UK locations.
We started with an A/B split between Meta and LinkedIn to identify where venue owners were most responsive, before weighting spend toward the top-performing channel. From there, experimentation was prolific – iterative testing across creative formats, messaging angles, landing pages and audience groups ran throughout the campaign.
Creative direction focused on benefit-led messaging with clear value propositions, speaking directly to the needs of smaller venues. The funnel was designed to balance short-term onboarding wins with longer-term awareness, building a lasting acquisition channel rather than a one-off spike.
The Results
Conversions grew 171% year-on-year. More significantly, paid social directly contributed to over a third of all self-onboarded venues during the campaign period – and that’s based on tracked conversions alone. The real figure, accounting for assisted conversions and indirect exposure, was almost certainly higher.
Lead quality remained consistently high throughout, with self-service venues proving a strong and efficient growth segment for GigPig’s platform.
A completely new acquisition channel. Built from nothing. Still running.
