Earn the first share.
The organic strategy centred on a pattern-interrupt reel. Shareable content was used to generate momentum before relying on paid amplification.
← All projectsCase study / 02
Performance marketing / Social strategy / Event creative
NYE Big Bash 2026
A big night.
A connected campaign.
Social momentum meets event creative and a practical ticketing system.
- Client
- Friction Events
- Services
- Performance marketing, Social strategy, Event creative
- Year / Context
- 2026
- Location
- India
01 / The brief
A good story starts
with a clear question.
Friction Events needed a connected campaign for NYE Big Bash 2026: social content and performance marketing that built momentum, plus an event-day workflow linking physical ticket sales to digital validation.
The challenge
Attention, ticket promotion and event operations could not remain separate. The work needed to create a recognisable campaign, make the most of a small paid boost and support a simple check-in process.
The connective thread / Concept map
A little signal.
A lot of intent.
Each decision informs the next. Here is how the thinking connects across this project.
- 01 / Insight
Earn the first share.
- 02 / Direction
Amplify with intent.
- 03 / Expression
Connect the ticket journey.
A visual map of the approach. Not live performance data.
02 / The strategy
The thinking
behind the feeling.
Not just what we made. Why the approach made sense for Friction Events.
Amplify with intent.
A targeted, one-day Meta boost supported the campaign. The published breakdown distinguishes organic activity from paid reach rather than treating them as one outcome.
Connect the ticket journey.
A Google Sheets and Apps Script workflow linked recorded offline sales, unique hashes, QR stickers and web-based validation at entry.
03 / The execution
From direction
to the details.
Motion and static creatives worked together across Instagram carousels, DJ promotion, ticket messaging and physical event collateral. The ticketing workflow brought the physical and digital sides of the experience into the same system.
- Meta campaigns
- Google Sheets
- Google Apps Script
- QR validation
The execution / 01
The atmosphere behind the campaign.
Event imagery from the existing portfolio presentation.
Campaign archive / NYE Big Bash 2026
Big night.
Every moving part.
Friction Events · Phygital (Physical + Digital) · 2026
View live profile ↗01 / Instagram reel insights
Viral Organic Growth
Zero-spend reach through strategic content engineering.
Instagram › Professional Dashboard › Reel Insights
Dec 30, 2025 – Jan 20, 2026 · Original campaign reporting
474KViews / Organic Plays
39KLikes / Engagement
14KShares / Viral Loop
84%Reach / Non-Followers
The Zero-Ad-Spend Strategy
Instead of relying solely on paid ads, we engineered a "Pattern Interrupt" reel. The result? A massive viral spike on Dec 30th, reaching 474k+ accounts organically. With 14k+ shares, our audience became our promoters, driving ticket sales without direct ad spend.
Source wording retained: the dashboard labels 474K as views; the narrative calls it accounts reached. These are different measures and should be reconciled against the original insights before making a unique-reach claim.
02 / Meta Ads Manager
Strategic Ad Boost
Amplifying momentum with micro-budget targeting.
Meta Ads Manager › Ad Sets › Boost_Post_Engagement
Duration: 1 Day · Ad completed in the original report
₹540.00Budget
22,626Ad Reach / People Reached
24,024Views / Video Plays
₹0.02CPV / Cost Per View
ROAS: High / Micro Spend — qualitative source label; no numerical return on ad spend was provided.
Audience Demographics
Top Locations
Uttar Pradesh (24%) · Madhya Pradesh (12%) · Maharashtra (11%)
“Even with a micro-budget of ₹540, we achieved a CPV of ₹0.02 by targeting 'People most likely to engage'. This proved that strategic boosting works better than blind spending.”
03 / Google Ecosystem Backend
Zero-Cost Ticket System
Bridging the gap between physical ticket sales and digital security using a custom Google Sheets + App Script solution.
- 01 →
Sale
Offline cash transaction recorded manually.
- 02 →
Log
Google Sheet Script generates Unique Hash.
- 03 →
Print
QR Sticker generated & attached to ticket.
- 04 →
Scan
Web App validates hash in real-time.
Packed House.
Zero Chaos.
The event reached capacity with zero reported cases of ticket fraud, proving the Google Sheets backend was as secure as it was cost-effective.
450+Attendees / Results section
0Fraud Issues / Reported
NYE 2026Status: Sold Out
The original hero states “Sold Out (750+)”, while the results section states “450+ Attendees”. Both are preserved here as source claims, not reconciled attendance totals. Zero reported fraud does not constitute an independent security audit.
04 / Campaign assets
Motion. Design. Momentum.
A curated collection of motion and static creatives.
The viral creative
Open in Google Drive ↗Strategic ad boost creative
Open in Google Drive ↗Campaign motion / 03
Open in Google Drive ↗Campaign motion / 04
Open in Google Drive ↗Campaign motion / 05
Open in Google Drive ↗Campaign motion / 06
Open in Google Drive ↗Campaign motion / 07
Open in Google Drive ↗Campaign motion / 08
Open in Google Drive ↗Campaign motion / 09
Open in Google Drive ↗Campaign motion / 10
Open in Google Drive ↗Instagram Carousel Flyer
Original file ↗DJ Flyer
Original file ↗Dance Flyer
Original file ↗BG Flyer
Original file ↗Tickets Flyer
Original file ↗Banner Flyer
Original file ↗Wall Poster
Original file ↗Four connected slides
Slide 01
Slide 02
Slide 03
Slide 04Videos load only after you choose Play and confirm loading Google Drive. Google may receive your IP address and browser information. Playback depends on the original file’s sharing permissions. Original hero (light.webp) and crowd image (anchor.webp) also return 404; the existing available event photograph remains the cover.
04 / The outcomes
The work, in
perspective.
474K
Reported organic plays
₹540
Published one-day boost budget
22,626
Reported paid reach
Figures come from the original published campaign breakdown. Organic reporting covers Dec 30, 2025–Jan 20, 2026; the paid boost is shown separately as a one-day campaign. Conflicting attendance totals are intentionally not repeated.
Keep exploring / Next project
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