Case Study
PNUTS Marketing Strategy for Solomun — Brunch Electronik x NEOPOP
One Strategy.
One Sold Out Show.
Discover how PNUTS’ data-driven marketing strategy helped Brunch Electronik and NEOPOP sell out Solomun’s long-awaited return to Lisbon.
details
Location: Docas de Pedrouços, Algés
Date: August 23, 2025
Capacity: 8,000 attendees
Paid Media Budget: €6,000 (adjusted based on performance)
Objective
The goal was clear:
Demonstrate how PNUTS’ integrated digital marketing and sales strategy could drive measurable results meeting and surpassing ambitious targets while optimizing every euro invested.
Context
After the success of previous collaborations between Brunch Electronik and NEOPOP, this edition set out to unite two of Portugal’s most influential electronic music brands in one iconic riverside venue.
The challenge: build anticipation, convert early leads fast, and sustain high momentum until the event reached full capacity.
Marketing Strategy
PNUTS developed a three-phase digital strategy focused on anticipation, conversion, and urgency ensuring consistent engagement and high-performance execution from pre-launch to event day.
Phase 1
Pre-Registration
(May 26–29)
Goal: Generate curiosity and collect qualified leads.
Tactics: Highlighting Solomun’s return to Lisbon and the venue’s unique riverside setting.
Meta Ads, teaser videos, newsletters, and early branding drops.
Results:
3310 pre-registrations collected
This strong start confirmed the high resonance of the creative concept and Solomun’s return to Lisbon.
Phase 2
exclusive Pre-sale
(May 29 - 24 hours only)
Goal: sell 30% of the total pre-registered leads.
Tactics: Urgency-driven messaging (“24h only”, “priority access”).
Meta Ads, teaser videos, newsletters, and early branding drops.
Results:
1741 tickets sold during exclusive pre-sale
52.6% conversion rate from leads (+22.6pp above the 30% goal)
Phase 3
General Sale
(from May 30)
Goal: Convert at scale during the first week of open sales by Selling a total of 2,400 tickets (30% of capacity) by the end of the first week (May 30 to June 5).
Tactics: Dynamic creatives, retargeting, FOMO-driven messaging (“next price increase,” “last tickets”), and segmented email campaigns.
Results:
Target: 2,400 tickets sold (30% of total capacity)
Achieved: 2,452 tickets sold — 30,65% of total capacity
The early success built sustained momentum leading into the final stretch.
Phase 4
FOMO / Final Push
(July 30–August 23)
Goal: Maintain urgency and drive final conversions leading to sold-out status.
Tactics: Countdown creatives, “last chance” messaging, and synchronized communication across Paid Media, Email Marketing, and Social.
Results:
4,503 tickets sold during this final phase.
Combined with earlier sales, this brought the event to 7,668 total tickets sold — 96% of total capacity.
The remaining 4% of tickets were allocated to sponsors, guests, and staff, completing the full event capacity.
This phase proved decisive, with the final push accounting for 59% of total ticket sales, driven by urgency and consistent multi-channel communication.
Paid Media Performance
Performance Correlation: From Reach to Conversion
With 3.28 million impressions and a reach of 352,585 people, the campaign achieved multiple full-funnel touchpoints across the target audience.
The 440,500 total clicks demonstrate a CTR of 13.4%, confirming strong ad relevance and high creative engagement.
This volume of interaction directly fueled conversions approximately 35% of all ticket sales (around 2,684 tickets) were influenced by Paid Media exposure.
In other words, one in every three attendees was directly impacted by the campaign’s digital communication, a clear validation of PNUTS’ ability to transform reach and engagement into measurable sales results.
13% under budget
Planned Budget €6000
Actual Spend €5242,11
13.4%CTR
3.28 million impressions
reach of 352,585 people
440,500 total clicks
35% cR
≈35% of total tickets
~2,684 sales influenced
Results Overview
Pre-sale:
1741 tickets sold
52.6%
of pre-registered leads converted
(+22.6pp vs goal)
first week:
2452 tickets sold
30,65%
of total capacity
the goal was 30%
Final Push:
4503 tickets sold
59%
of total tickets sales
Overall:
7,668 tickets sold
soldout
with 13%
under budget
event maintaining high performance across all phases
conclusion
The implemented strategy demonstrated that a structured and well-timed approach, combining anticipation, exclusivity, and urgency, directly drives conversions and enables large-scale events to sell out with efficient digital investment.
The Solomun case at Docas de Pedrouços confirms the impact and consistency of PNUTS’ methodology, both in creative execution and commercial performance.