Pumpkimania: A viral success for Belgium's biggest pumpkin show

Transforming a seasonal event into a digital phenomenon and commercial success.

Project summary

Pumpkimania, a unique show featuring circus-themed pumpkin sculptures at the Groot-Bijgaarden Castle, entrusted us with their multichannel marketing strategy. Our mission: to attract as many visitors as possible through a powerful digital campaign, combined with a presence in shopping centres and traditional media. The result: record weekends with over 6.500 visitors and unexpected organic virality.

The problem

After a timid start during the first days of the event, it was necessary to quickly create a craze for this unique event in Belgium, featuring more than 800 varieties of pumpkins in spectacular sculptures on the theme of the circus.

The solution

Meta Optimized Campaigns

Deployment of targeted advertising campaigns on Meta having generated nearly 3.9 million impressions and more than 58.000 clicks, With a optimized cost per click of 0,22€.

Multichannel marketing strategy

Creating an impactful visual presence through:

1. Static advertising visuals created by our graphic designer Josy Sinquin for Meta campaigns
2. Dynamic visuals in shopping centers
3. A presence in influential magazines such as “Femmes d’Aujourd’hui”
4. 3 professional videos made by Benjamin Potie

Organic viral content

The quality of our ads spontaneously attracted influencers who created content around the event, naturally amplifying the reach of our campaigns.

The results

A campaign that exceeded all expectations.

6500+

Visitors per weekend

Record attendance over three consecutive weekends, far exceeding the initial target of 450 tickets per day.

3.9

Millions of impressions

Nearly 4 million impressions generated via Meta campaigns, reaching a large qualified audience.

€12.963

Media Budget

Optimized advertising investment on Meta having generated more than 58,000 clicks and an average cost per click of €0,22 (the average in Belgium being €0,50)