About
MEO Marés Vivas is a premier Portuguese music festival held annually in Vila Nova de Gaia, Oporto. As a landmark of the European summer festival circuit, it features an eclectic mix of rock, pop and indie international headliners and local talents. Set at the scenic intersection of the Douro River and the Atlantic coast, the festival is renowned for its commitment to sustainability, inclusion and cutting-edge technology, attracting a multi-generational audience.
Challenge
As an undisputed leader in the live entertainment industry, MEO Marés Vivas sought to build upon years of consistent, year-over-year growth in partnership with FULLVENUE. The primary objective for the 2025 edition was to push performance boundaries even further in an increasingly saturated summer market. The festival required a hands-on, data-driven strategy to maximize conversions and ROAS while strictly minimizing acquisition costs (CPA). To achieve this, we needed to move beyond traditional demographic targeting and identify high-intent audiences with the precision necessary to scale results without compromising the established budget.
Solution
At FULLVENUE, our core is built on a single, uncompromising principle: the strategic activation of high-value first-party data to drive results. By applying predictive audience modelling to historical behaviour and engagement patterns, we developed high-propensity audience segments activated via hyper-targeted campaigns across Meta and Google. This data-focused approach ensures budget efficiency, directing spend toward fans with the highest likelihood of conversion.
Results
The collaboration between FULLVENUE and MEO Marés Vivas shattered previous benchmarks, delivering record-breaking Year-over-Year (YoY) growth for the 2025 edition compared to 2024:
• +68% improvement in ROAS (Return on Ad Spend)
• +58% growth in AOV (Average Order Value)
• -6% in CPA (Cost per Acquisition)
While maintaining a stable acquisition cost is a challenge in today's saturated market, achieving a reduction in CPA alongside these gains in ROAS and AOV is a masterclass in scaling. This data proves that a precision-led first-party strategy doesn’t just chase volume — it engineers a more profitable, sustainable, and high-velocity sales engine that dominates the summer festival circuit.
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