Why is there not a dessert festival?” 27-year-old Miraya Berke recalls. Overnight, social media sent the event viral: 20,000 people marked themselves “interested” in claiming 1,000 tickets, Shi says. With each new event, tickets sold out within minutes on an advertising budget of $50 or less. Such unsponsored, public postings provide incentives for brands to sign on with Dessert Goals. Dessert Goals’ sharing-first, multi-sensory strategy fits the audience: Women aged 18 to 35 comprise 85% of attendees, Shi says.

Source: Forbes August 16, 2017 13:30 UTC