META ADS CASE STUDY FOR THE CREATIVE CRAFT SHOW
10.89x return on a single paid-social campaign at the NEC.
£8K of paid social returned £88K+ in ticket revenue. With a record Saturday attendance leading to a sell-out.
THE BRIEF
One of the world's biggest craft shows. Brief: drive attendance across every day of the NEC weekend.
THE CHALLENGE
Who they are
The Creative Craft Show is one of the longest-running craft events in the UK and one of the biggest in the world. It runs across multiple UK venues throughout the year. This campaign was for the March show at the NEC Birmingham.
What they wanted
More attendance across the whole show. Saturday is always the busiest day, but every day had room to grow.
The constraint
Budget. We asked for more, and the 10.89x ROAS on the campaign justified it.
The before state
There is always an organic presence. Paid social runs in a 6-week window before the event.
WHAT WE DID
IN-HOUSE CREATIVE:
Majority of creative produced in-house.
Our team produced the bulk of the campaign creative. We filmed at the show, edited for paid, and delivered ad-ready assets across the campaign window.
CREATOR CONTENT:
Creator content folded in alongside in-house work.
Additional content from creators added to the mix. Different voices, same brief: make people feel the craft experience, not the venue.
ORGANIC & PAID:
Same content, both channels.
Every piece of content ran organically and as paid creative. Nothing sat still. The compounding between feeds and ads was the engine.
THE RESULTS
An £8K paid budget, run with surgical attention, became the biggest day in the show's history.
10.89x
Return on paid spend
£88K+
Ticket revenue from paid social
2.5M
Reach across the campaign window
✓
Saturday sold out completely
HOW WE MEASURED IT
Ad spend, reach and revenue were tracked through Meta Ads Manager. Ticket purchases were reconciled with the event's ticketing platform across the campaign window. The 10.89x figure is a direct revenue-over-spend ratio, not an assisted-touch model.
IN THEIR WORDS
Don't take our word for it.
“We worked with Cam on the March campaigns for The Creative Craft Show, Sewing for Pleasure and Fashion & Embroidery, and the results completely exceeded expectations.
From the creative direction to the paid social strategy, Cam brought fresh ideas, brilliant energy and a real understanding of our audience. The campaign creatives looked incredible, performed exceptionally well and helped elevate the overall feel of the shows online.
Across both paid ads and organic social content, he consistently found engaging new ways to present the events, with several pieces of content going viral and generating huge engagement. His ability to combine strong creative with data-driven performance is genuinely impressive.
The March ad campaign alone generated close to £100k in tracked revenue, with outstanding ROAS and engagement metrics across Meta platforms. Beyond the numbers, Cam has been fantastic to work with — proactive, creative, collaborative and clearly passionate about what he does.
We’d absolutely recommend Sweet Gen Media to any brand looking to grow their social presence and deliver real results through creative digital marketing.”
Terri Hignett, Marketing Manager for The Creative Craft Show
GALLERY
A range of images from the show
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