Work on the project began a month and a half before the event, without a ready-made set of advertising creatives. To avoid wasting time, we launched a traffic campaign right from the start using the only creative available that matched the style and atmosphere of *The Night Circus*. This allowed us to immediately begin collecting initial data about the audience and its reaction to the event.

At the same time, we began preparing a full-scale advertising campaign: we developed technical specifications for the creatives and launched campaigns driving traffic to the website. However, initial results showed that the website wasn’t generating the necessary conversions, so we changed our approach to lead generation.

As an alternative, we launched a lead form integrated with Telegram, which simplified the user’s path to submitting a request and sped up its subsequent processing. It was this format that proved most effective at a certain stage and became one of the main sources of leads.

Additionally, we tested campaigns using Direct messages to give potential guests the opportunity to ask questions immediately and get details about the event. As a result of comprehensive testing, we worked simultaneously with several lead sources—the lead form, the website, and Direct.

Once we had gathered enough data, we paused the traffic campaign and launched a reach campaign with a minimal budget to increase engagement with the potential audience. This allowed us to further boost awareness of The Night Circus in the run-up to New Year’s Eve without significantly increasing advertising costs.

We also tested the geographic targeting of the ad campaigns—Lviv, Kyiv, Odesa, and Dnipro. Based on the test results, Lviv demonstrated the best performance and became the primary city for further allocation of the advertising budget.

In the final stage, we ran simultaneous campaigns targeting lead forms, Direct, website traffic, and reach, while shifting our primary focus to optimizing the campaigns already in progress: we refined audiences, updated creatives, and reallocated the budget toward the channels that were delivering the best results.

Thus, with limited time before the event, we tested various ad formats and methods for generating applications, analyzed their effectiveness, and gradually shifted the budget toward the channels that delivered the best results.