• 62,694 tickets sold
• $4.1M gross ticket revenue
• $12M business valuation within one year
• 13.6x revenue per ad dollar
• 25,673 customer database built from zero
• 6 of 11 events sold past planned capacity

National Rodeo Co. came to us with no audience, no customer data and no event history. The brief: sell eleven events across three states in eight months, in markets the brand had never appeared in before. There was no existing database to warm up and no past sales to model. Every ticket had to be earned from a standing start.

We ran the series as one audience-building system, not eleven separate ad campaigns. Every event fed the database, every market informed the next, and the run-home surge was planned for rather than reacted to. That's the difference between buying tickets with ads and building a business asset.

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We treated the eleven events as one audience-building system rather than eleven separate campaigns. City-by-city Meta campaigns paired broad prospecting with retargeting, and every sale fed a single central database that carried forward from market to market.

Ticket-buying behaviour set the shape of each campaign: we ran eight-week windows with budget and creative weighted toward the run-home, where 41% of the season's sales landed in the final fortnight (and more than half in five markets). We planned for that surge instead of reacting to it.

Early results became fuel for later ones. Hunter Valley, the season opener, sold 120% of its planned capacity, and that proof point carried through to every market that followed, including a multi-night Sydney weekend.

We also measured against real revenue rather than platform-reported conversions. Meta's own attribution captured only around half of the season's actual sales, so every decision was made against total tracked ticket revenue, not what the ad platform claimed credit for.

The series sold 62,694 tickets and generated $4.1 million in gross revenue on $302k of Meta spend - $13.60 in ticket revenue for every ad dollar spent, at $4.82 media cost per ticket. Six of the eleven events sold beyond their planned capacity.

A few standouts from the season:

• North Shore sold out on just $11,965 of media spend - a 30.5x return, at $2.20 media cost per ticket.
• Brisbane closed the season as its biggest single event: $901k in revenue at 110% sell-through.
• Off the back of this debut season, National Rodeo Co. reached a $12 million valuation within its first year - underpinned by the audience, data and sales momentum this campaign built.