Florida Georgia Line Drove 35% of Merch Orders Through Event-Based Paid Advertising
Florida Georgia Line already had a massive, highly engaged fan base. The opportunity was turning that attention into merchandise sales at the moments fans were most likely to buy.
Bluum built a Meta advertising strategy around upcoming tour dates, using event interest, location, and existing fan behavior to reach concertgoers with relevant merchandise promotions. During a weekend that generated 18% of the store's month-to-date sales, paid advertising accounted for 35% of total orders and 22% of total merchandise revenue.
35% of Total Orders Driven by Paid Advertising 🔥 22% of Merchandise Sales Driven by Paid Advertising 🔥 18% of Month-to-Date Sales Generated in One Weekend 🔥
The Challenge
Florida Georgia Line had no shortage of awareness. With an established fan base, active social channels, regular touring, and a dedicated ecommerce store, the challenge was not introducing people to the brand.
The opportunity was finding better ways to turn existing fan demand into merchandise sales.
With upcoming tour dates creating natural spikes in attention and excitement, Bluum saw an opportunity to use paid media to reach fans during moments of particularly high intent. Rather than relying solely on broad merchandise promotions, the strategy connected advertising directly to concerts and other timely moments when fans had a stronger reason to engage with the band and purchase merchandise.
The Pain Points
Turning Fan Engagement Into Purchases
Florida Georgia Line had an enormous social following, but engagement alone did not guarantee merchandise sales. Paid advertising needed to bridge the gap between fandom and ecommerce action.
Capitalizing on Tour Momentum
Each tour stop created a short window when fans were especially engaged with the band. Without a targeted strategy, those high-intent moments could pass without being fully leveraged for merchandise sales.
Reaching the Right Fans at the Right Time
The campaign needed to go beyond broad targeting and identify audiences with meaningful signals of interest, including upcoming concert interest, recent website activity, engagement with the band, and affinity for similar artists and brands.
Supporting a Larger Marketing Ecosystem
Paid media was one piece of a larger promotional effort that included organic social, email, website promotion, Live Nation social content, and direct traffic. The goal was to complement those existing efforts while creating an additional, measurable source of merchandise orders and revenue.
The Huumans
Behind The Work
Great results don’t come from systems alone, they come from the people behind them.
Each Bluum partnership is backed by a cross-functional team that blends strategy, design, and leadership oversight to move fast and think smart.
Every win starts with the people who make it happen.
Here’s the team that brought this one to life.
Account Lead
Ally Michelle
Ally served as the main point of contact and project quarterback. She guided communication, managed timelines, and made sure every piece of the partnership stayed on track and on brand.
Lead Designer
Toni Cantu
Toni shaped the visual direction of the work by translating goals and audience insights into creative that captured attention and drove action.
Executive Sponsor
B. Bernhard
Bernhard stayed close to the partnership from start to finish, providing executive oversight, helping remove roadblocks, and keeping the work aligned with the client’s bigger business goals.
The Results
By aligning Meta advertising with Florida Georgia Line's tour calendar and existing fan behavior, Bluum helped paid media become a meaningful contributor during an important merchandise sales weekend.
35% of Orders Attributed to Paid Advertising
Paid advertising generated 60 purchases, accounting for approximately 35% of the 171 total merchandise orders during the campaign period.
22% of Merchandise Sales Attributed to Paid Advertising
Paid campaigns generated $1,606 in tracked merchandise revenue, representing approximately 22% of total sales during the weekend.
18% of Month-to-Date Sales Generated in One Weekend
The store generated approximately $7,000 in total sales during the weekend, accounting for 18% of its total month-to-date revenue and creating a valuable window for paid advertising to capitalize on heightened fan interest.
2.47% Ecommerce Conversion Rate
The merchandise store achieved a 2.47% conversion rate during the period, exceeding the team's cited 1.8% industry benchmark and moving toward its 3% to 3.5% conversion-rate goal.
The Strategy
Rather than treating merchandise advertising as an always-on, one-size-fits-all campaign, Bluum used Florida Georgia Line's upcoming events to create timely opportunities to reach fans.
Campaigns were built around tour dates and targeted users who were attending, had shown interest in upcoming shows, or demonstrated other relevant intent signals. This connected the excitement surrounding a concert with an immediate opportunity to purchase Florida Georgia Line merchandise.
Bluum tested multiple audience segments to identify where merchandise demand was strongest.
Top-performing audiences included recent website visitors, fans of similar brands, Florida Georgia Line page likers, and friends of page likers. This allowed the campaigns to combine high-intent retargeting with fan and affinity-based prospecting rather than relying exclusively on broad targeting.
Creative testing extended beyond tour-specific messaging to capitalize on other timely reasons for fans to purchase.
Top-performing creative included Father's Day Stories, store-launch video, geo-targeted concert and show ads, and static Father's Day promotions. By testing multiple messages and formats, Bluum could identify which combinations of audience, timing, and creative were most effective at driving purchases.
Paid advertising complemented an established marketing ecosystem that included organic Facebook and Instagram content, website banners, Live Nation social promotion, direct traffic, and email marketing.
Email generated an additional $753 across 23 orders, while strong direct, social, and website traffic demonstrated the value of Florida Georgia Line's existing audience. Paid media provided an additional channel for reaching and converting fans during high-interest moments.
“Florida Georgia Line already had an incredibly engaged fan base, so our opportunity was really about timing. By aligning paid media with tour dates and other moments when fan interest was naturally at its highest, we were able to turn that existing excitement into measurable merchandise sales.”
Simona Moore, Director of eCommerce @ Florida Georgia Line
Cue
Bluum
Florida Georgia Line already had the audience. Bluum's role was to find smarter ways to turn that audience into customers.
By connecting paid advertising to tour dates, fan behavior, timely promotions, and high-intent audience signals, Bluum helped transform moments of peak fan engagement into measurable merchandise sales.
During a weekend that generated 18% of the store's month-to-date revenue, paid advertising accounted for more than one-third of merchandise orders and 22% of total sales, demonstrating how the right targeting, timing, and creative can turn existing demand into measurable ecommerce performance.
“Florida Georgia Line already had an incredibly engaged fan base, so our opportunity was really about timing. By aligning paid media with tour dates and other moments when fan interest was naturally at its highest, we were able to turn that existing excitement into measurable merchandise sales.”
Simona Moore, Director of eCommerce @ Florida Georgia Line
“Florida Georgia Line already had an incredibly engaged fan base, so our opportunity was really about timing. By aligning paid media with tour dates and other moments when fan interest was naturally at its highest, we were able to turn that existing excitement into measurable merchandise sales.”
Simona Moore, Director of eCommerce @ Florida Georgia Line
Creative That Converts
Bluum aligned merchandise creative with moments when fan interest was naturally at its highest, including tour dates, shows, and timely promotional moments. Video, Stories, static imagery, and product-focused creative gave Bluum multiple ways to connect the excitement around FGL with an immediate opportunity to shop.
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