MM Party Events – Music Matters
Bring people who had never heard of MM Party to a local festival – with no website, no ad-account history and four days to do it.
Music Matters is a one-day music festival in the Sokol garden in Cholina near Litovel (27 Sep 2026): four bands, a kids' programme, food and free entry. The organiser, MM Party Events, had never run paid ads – no ad account, no audiences, no website.
- No website. Nowhere to send clicks and no pixel to measure conversions. The only measurable action was a response to the Facebook event.
- A local event. Ads only make sense for people who can drive over on a Sunday afternoon. Every impression outside the region is wasted.
- Fans already know. Instagram and Facebook followers are reached by organic posts. Paying to reach them again makes no sense.
- A short window. The campaign had four days before the event.
A tight local radius, new people only, and optimisation straight for event responses.
- Account set up from scratch – ad account in Business Manager, Facebook page and Instagram connected, billing and permissions.
- Engagement → Event responses objective. Meta looked for people who tap “Interested” or “Going”. Without a website, that is the closest signal to an actual visit.
- Geo targeting: Cholina + 13 mi (about 21 km). The radius deliberately covers Litovel, Uničov, Mohelnice and Olomouc – and nothing beyond.
- Two custom audiences built from Instagram and Facebook page followers. Both were excluded, so the whole budget went to people who didn't follow MM Party yet.
- 14 creatives in one ad set – video invitations and posters – so the algorithm could quickly learn what works in the region.
- event responses
- 100
- people in the region
- 13,668
- impressions
- 28,319
- CTR
- 5.15%
Setup: the goal is an event response
Without a website there was no pixel and nothing to measure registrations on. The closest measurable action to someone actually showing up is an event response. It comes with a bonus: people who tap “Interested” get a reminder from Facebook before the event, and their friends see they're going. Hence optimisation for Maximize number of event responses and Facebook-only placements, where the event lives.
Targeting: a small radius and new people only
Meta estimated roughly 200–240 thousand people in the radius around Cholina. I cut out everyone who already knew MM Party – organic posts and the event itself take care of them. The ads were only shown to locals who most likely hadn't heard about the festival yet.
Creatives
I ran a mix of video invitations and posters in the festival's visual identity. The posters were split by what draws whom to the event – a specific band, the kids' programme, the food. That quickly showed what works in the region: the “motorbike” video invitation reached 8,890 people with a 7.13% CTR, followed by the kids' programme poster. Families with children were the strongest segment.
The helicopter video I shot
I shot one of the videos myself. The festival included a charity collection for two young children, and the winners got a helicopter flight. I filmed the video right at the helicopter and ran it as a separate creative with a charity angle. In the paid campaign it ran alongside the invitations. Meta quickly shifted delivery to the creatives with the highest response rate, which is exactly the behaviour I want in a four-day campaign.
Results
In four days the campaign reached 13,668 people around Cholina at a frequency of about 2 – enough to be remembered without overdoing it. It brought 100 event responses from people who hadn't followed MM Party before.
Beyond attendance, the campaign laid the groundwork for future editions. The new account now has history, ready-made audiences and data on which creatives work in the region.
What I'd do differently next time
- Start earlier. Four days were enough for a local event, but 10–14 days would allow reaching people first and then retargeting those who watched a video.
- A second, retargeting ad set – people who watched a video or responded to the event, with a “this Sunday” reminder.
- A simple landing page with a pixel, to measure more than “Interested” taps.
- Instagram Reels. The campaign ran on Facebook only, where the event lives. A separate ad set would be worth testing for a younger audience.