In 2025, ScareFest Weekend out of Lexington, Kentucky needed to drive ticket sales and maximize revenue across general admission, photo ops, and add-ons for one of the largest horror conventions in the country.

With a limited budget and a crowded horror convention market, the challenge was to turn short attention windows into consistent ticket sales while building momentum leading into the event.

The Approach

I led the overall digital strategy across paid media, organic social, and content execution, building a system designed to convert attention into ticket sales.

This included:

• Developing a full-funnel paid media strategy focused on awareness, engagement, and conversion

• Building campaigns around revenue-driving moments like guest announcements and photo ops, turning each into a conversion opportunity

• Creating and guiding content that balanced high-performing creative with timely, event-driven moments

• Leveraging giveaways and partnerships to drive spikes in engagement and audience growth

• Aligning organic and paid efforts to ensure consistent messaging and efficient spend

To maintain performance while protecting proprietary strategy, campaign frameworks and content systems are partially obscured.

Execution

The strategy centered around turning every major event moment into a revenue opportunity.

• Guest announcements were treated as conversion drivers, not just engagement posts

• Giveaways were structured to expand reach and capture new audiences

• Paid media continuously optimized based on performance signals and audience behavior

• Content was deployed in a way that supported both immediate conversions and long-term momentum

This allowed us to scale performance without increasing budget.