Black Tech Fest
Black Tech Fest is Europe's largest celebration of Black culture, innovation and technology, held each year in London. The brief: sell out five distinct summit experiences while protecting a brand built on ambition and community.
Europe's biggest Black tech festival, sold out.
Black Tech Fest brings founders, engineers, employers and students together across five separate summit experiences, Futures, Build, Ignite, Summit and Expo, each with its own audience, ticket tier and PR moment. The headline challenge was selling every tier without diluting the brand.
We ran the full funnel across Meta, Google, LinkedIn, TikTok and Twitter: individual and bulk ticket sales, warm-lead retargeting, affiliate launches and headline-speaker amplification, all optimised daily off a live performance dashboard.
Five summits, one brand to protect.
Multiple audiences, multiple price points and a packed PR calendar, every one needing tightly-targeted creative that sold tickets without cheapening the brand.
Five audiences, one budget
Each summit, Futures, Build, Ignite, Summit and Expo, carried its own audience and ticket tier to sell, from free passes through to All-Access.
Brand integrity at stake
BTF's reputation rests on ambition and culture. Discount-led, hard-sell creative risked undermining the brand the campaign was meant to grow.
PR moments to catch
Headline-speaker reveals and affiliate launches landed on a fixed calendar, demanding agile creative that could move within days.
Analyse first, then test everything.
We mapped messaging to each summit and ticket tier, built creative for every placement, then pushed it all through a 4-stage testing framework to find the cheapest route to a sale.
Audience & message mapping
Tailored by summit & ticket tier- Messaging mapped to each summit type and price point
- Creative built for feed, story, carousel, video, bumper & display
- Landing-page destination set per audience & funnel stage
- Free-ticket funnel feeding paid upgrades
Creative production
Built to test at volume- Static, video, carousel & short-form vertical assets
- 5–10 ad-copy variations per creative set
- Speaker-led UGC for authentic awareness
- Tone, urgency & positioning tested in parallel
Meta & TikTok
Full-funnel ticket engine- Structure: Cold → Warm → Retargeting
- Placements: Feed, Reels & Stories, short-form vertical
- Creative: Speaker announcements & summit value props
- Retargeting: Engaged users & cart abandoners
Google & YouTube
Intent capture & brand storytelling- Performance Max: Tech events, career expos, Black-led festivals
- Funnel match: Ticket types promoted by funnel stage
- YouTube: Long-form brand video & event highlights
- Storytelling: Speaker content for awareness & re-engagement
Where the budget went to work
LinkedIn B2B
- Targeted employer decision-makers & ERG leaders
- Top copy: "Get bulk tickets for your organisation"
- Summit carousels by job title, industry & company size
- Group attendance & brand-alignment messaging
4-stage testing
- Every asset run through our paid testing framework
- Tested across all five platforms in parallel
- Isolated the best platform × audience × message combos
- 20+ audience / creative combinations live
Targeting signals
- Interest-based & behavioural targeting
- Geographic focus on London & surrounds
- Professional demographics on LinkedIn
- Retargeting engaged users & cart abandoners
Creative built to sell the moment, not the discount.
Speaker-led announcements and summit value props on Meta, sponsor spotlights on LinkedIn, and long-form brand storytelling on YouTube.
Meta & Social, Speaker & summit creative
Headline-speaker announcements and event-experience reels drove awareness and clicks straight into the ticket funnel.
YouTube, Long-form brand film
Storytelling-led video carried the BTF brand at low CPMs and re-engaged warm audiences across the funnel.
LinkedIn, Sponsor spotlights
Partner spotlights doubled as social proof and B2B amplification, reaching employer decision-makers and ERG leaders.
Creative strategy
Speaker-led announcements and authentic UGC carried awareness; summit-specific value props and urgency drove the sale. Sponsor spotlights for JustEat and Confluent worked twice, as partner amplification and as social proof for ticket buyers.
£20K in, sold out.
7,000+ tickets across five summit experiences on a £20,000 media budget, optimised daily off a live Looker dashboard.
Where the wins came from.
The funnel design, platform mix and creative all pulled their weight, here's what moved the most tickets.
Futures Summit
Highest conversion volume, driven by the free-ticket funnel
All-Access passes
Strong sales, many upgraded via funnel quiz journeys
Meta
Highest purchase volume, led by Feed & Reel placements
BD carousels generated high-value leads & bulk enquiries
Video
100,000+ engagements on YouTube & Meta at low CPMs
Live dashboard
Looker reporting enabled daily optimisation across every channel
From five summits to a sold-out festival.
More success stories.
The numbers behind the campaigns. Pipeline generated, deals closed, revenue moved.
362 → 768 → 1,150 booked calls a month, year-round.
Five summits sold out on £20K of ad spend.
Word-of-mouth business turned into a paid pipeline.
£102k profit in 10 months at 3.43x ROAS.
ARR doubled, demos tripled.
Stop hoping for leads.
Start building the system.
We specialise in helping businesses generate more leads and sales through online advertising campaigns. A 30-minute strategy call, no pitch, just a clear path to qualified calls every week.
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