SHIHAD's Final Tour – A Historic Moment in NZ Music

 

SHIHAD’s Final Tour wasn’t just another tour—it was a landmark moment in New Zealand music history, setting the record for the highest attendance for a Kiwi heavy band headline show. We led the digital campaign, driving sold-out shows, generating hype, and leaving a lasting impact.

 

Our Role

Squid Group managed the full digital rollout for SHIHAD’s NZ tour. From headline shows to major festivals, we delivered a strategy that combined sharp targeting, compelling creative, and real-time optimisation. With limited existing content to lean on, our team worked quickly to produce fresh, engaging material that would speak directly to SHIHAD’s fanbase—both old and new.

 

What We Did

• Content Creation: We created new video and visual collateral throughout the tour to drive interest, boost engagement, and maintain momentum across social channels.
• Campaign Optimisation: Throughout the campaign, we continuously refined the content plan and creative strategy to maintain momentum, drive engagement, and deliver strong results.
• Strategic Announcements: We managed the reveal of SHIHAD’s secret additional shows on their final tour, including a surprise Powerstation pop-up that sold out following the Spark Arena sell-out, as well as a surprise Wellington show, which was announced live at Homegrown Festival—and sold out in just 10 hours.

 

Kickdown Festival

As part of the campaign, we also drove promotion for SHIHAD’s performance at Kickdown Festival—a biker-centric event celebrating all things loud, fast, and bold.
• We revved up excitement with a Harley Davidson giveaway—capturing attention, driving engagement, and fuelling online buzz among the Kickdown crowd.
• Our digital campaign successfully captured the energy of the event and connected with Kickdown’s crowd, fuelling both ticket sales and brand excitement.

 

Results

• Sold out Spark Arena, New Zealand’s largest indoor venue
• Secret show in Wellington sold out in 10 hours
• Record-breaking attendance for a New Zealand heavy band
• Thousands of entries and engagements through the Harley Davidson giveaway at Kickdown
• Christchurch venue upgraded from Sector 7 to QEII to accommodate increased ticket demand

 

From sold-out arenas to secret shows, SHIHAD’s final tour was a full-blown moment in NZ music history—and we’re proud to have helped bring it to life. Through strategic planning, content creation, and audience-first marketing, Squid Group helped ensure the send-off was nothing short of legendary.
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We do things differently at Squid, creating brands and experiences which evolve the way businesses are seen. We are based in Auckland, offering digital marketing, web design, web development, branding and content marketing across NZ and Australia

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