Cometa Fest: 14,783 attendees in the first hybrid edition

The challenge

The first hybrid edition of Cometa Fest presented two simultaneous challenges: reaching an ambitious attendance figure in a format that had never been attempted before, and keeping virtual participants active on the platform throughout multi-hour sessions.

• Generate enough attendance to exceed the total target across three event days, covering both the in-person and virtual channels.
• Sustain meaningful engagement on the online platform, where the risk of early drop-off is substantially higher than at a physical event.

Our approach

We built a paid media strategy segmented by attendance format, adjusting messaging and creative according to whether each piece was driving users to the physical venue or to the virtual platform.

1. 01

   Segmentation by attendance format

   We separated audiences and creatives based on the intended attendance channel, tailoring calls to action and core arguments to the motivations specific to each format, whether in-person or online.

2. 02

   Messaging grounded in the vocational decision

   Campaign messages were anchored in the event's actual value proposition: helping high school students make a concrete decision about their future. This allowed us to speak directly to the target segment without relying on generic mass-reach approaches.

3. 03

   Optimization toward real attendance

   Campaigns were optimized for actual presence at the event, not merely registrations. The result was 14,783 total attendees, 13% above the initial target, with an average of 74 minutes per user on the online platform.