Case Study
Edenbridge & Oxted Agricultural Show
The Client
Edenbridge & Oxted Agricultural Show is a traditional agricultural show that has been celebrating the country way of life since 1837. Held annually in Lingfield, Surrey, the two-day event is run almost entirely by volunteers and attracts farming families, equestrian enthusiasts, and local communities from across the South East.
Overview
The Edenbridge & Oxted Agricultural Show approached Lemon Squeezy Marketing in early 2025 to plan and deliver a comprehensive social media campaign for the 2025 show, taking place on 24 and 25 August.
The brief was to grow attendance and drive ticket sales, with a particular focus on reaching new family audiences, while maintaining the agricultural heritage and community spirit that makes the show special.
From 28 March through 26 August 2025, Lemon Squeezy Marketing executed a five-month integrated campaign combining organic content, targeted paid advertising, and live event coverage across Facebook, Instagram, and TikTok.
This was the first year Lemon Squeezy Marketing worked with the Edenbridge & Oxted Agricultural Show. The campaign delivered results significant enough that we are working together again in 2026.
The Brief
The show needed to grow its audience and increase ticket sales while appealing to new family visitors, without losing the farming authenticity that defines the event.
Lemon Squeezy Marketing was tasked with bridging the gap between two distinct audiences: the agricultural community who know and love the show, and urban families looking for a meaningful day out.
Objectives
Increase ticket sales and show attendance
Attract new followers organically through regular, relevant contentReach new family audiences while retaining the farming community
Build an engaged social media following across Facebook, Instagram, and TikTok
Develop a TikTok presence from scratch
Create an integrated strategy where organic content and paid advertising worked together
Deliver comprehensive live coverage during the show weekend
What We Did
Lemon Squeezy Marketing audited the existing social media presence and developed a strategy to build awareness progressively over five months, with organic content and paid campaigns working in parallel rather than as separate efforts. Coordinated content launched across Facebook, Instagram, and TikTok on 28 March 2025. Facebook served as the community hub with detailed posts, volunteer spotlights, and attraction announcements. Instagram focused on visual storytelling through high-quality imagery, Stories, and Reels. TikTok was built from zero during the campaign period using trending formats adapted for the show’s audience. Ten targeted paid campaigns ran from April through August, each designed around specific audience segments and campaign objectives. Early campaigns focused on building awareness. Conversion-focused campaigns ran in the final weeks before the event, when audience intent was at its peak. During the show weekend from 23 to 26 August, a three-person team delivered live coverage across all four days, publishing 233 pieces of content in real time. Community management ran throughout the campaign, with active responses to comments and questions, user-generated content resharing, and real-time support during busy periods.@edenbridgeoxtedshow Big thanks to the entire JCB team for entertaining the crowds this year and being such great sports! The Dancing Diggers were nothing short of spectacular 👏 @JCB #EdenbridgeAndOxted2025 #EdenbridgeAndOxtedShow #JCBDancingDiggers #AgriculturalShow ♬ original sound - Mr. Fish
@edenbridgeoxtedshow August is here!! 🎉 It's SHOW MONTH and preparations are well underway for the agricultural event of the season 🐑🐎☀️🐄🚜🐓🌱 We’ve been working hard to bring you two epic days, jam-packed with fun for all ages and a true taste of the countryside. We have arena acts, adorable animals, delicious food, unique local shopping and activities for the whole family. There’s no better value for an unforgettable day out this summer! Early bird tickets are still available, so lock in the summer fun 🔒 and get ready for a weekend to remember. Grab your tickets now! 📍Lingfield, Surrey (J6 M25) 📅Sun 24th & Mon 25th August #EdenbridgeAndOxted2025 #AgriculturalShow ♬ som original - Airbnb.dabia
The Results
Over eight months, the campaign generated 1.75M impressions across all platforms and grew the show’s combined social media following to 16,380 followers.
The paid advertising campaigns generated £38,791.12 in direct ticket sales from a total investment of £2,782.88, delivering an overall ROAS of 16.17:1. Audience segmentation proved highly effective: the farming community campaign achieved a ROAS of 42.67:1, the highest performing segment of the entire strategy.
The show weekend generated 448K impressions and 13,300 interactions across four days.
TikTok was built from zero to 1,005 followers during the campaign period, with the most viral video achieving 51.6K views and 4,386 likes.
KEY STATS
Total Ad Revenue £38,791.12
Overall ROAS 16.17:1
Farmers Segment ROAS 42.67:1
Total Impressions 1.75M+
Show Weekend Impressions 448K
Community Growth 16,380+ followers across all platforms
TikTok Built From Zero 1,005 followers