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ASOTT: 25th Anniversary "How I Got Over" Concert Campaign
Project type
Event Marketing • Paid Social • Email Marketing • Video Content
Date
MARCH 2026
Location
Charlotte, NC
A Sign of the Times (ASOTT) is a Charlotte-based organization celebrating Black history through music and community programming. For their 25th anniversary concert, "How I Got Over," ASOTT needed to drive ticket sales for a Sunday afternoon performance at Parr Center Theater on the Central Piedmont Community College campus. The budget was tight and the timeline was short.
VBG Creative built a coordinated multi-channel campaign. Two Meta campaigns ran in parallel: one optimized for link clicks to build awareness, and one optimized for ticket sales to drive conversions. Email marketing through Mailchimp delivered three sends with a planned cadence. A long-form YouTube video featuring Tyrone and Toni gave the campaign its emotional weight, introducing the anniversary in their own voices. Each channel had a defined job. Combined, they produced a 21.5:1 return.
