ABOUT

THE CAMPAIGN

2016 Great Western Fan Festival

Digital Marketing & Social Media Campaign
Having worked the digital marketing campaigns for the past three years, the 2016 Great Western Fan Festival was no different when it came to a successful digital marketing campaign. This year the festival saw a few new ideas and saw positive results by achieving the festival’s digital goals.
``The overall project was from March to May 2016.``

CAMPAIGN

GOALS & OBJECTIVES

The main goals were to;

EVENT AWARENESS

Build brand awareness within the community.

ENGAGEMENT

Create more fan engagement.

WEBSITE ENGAGEMENT

Increase the number of web clicks to the ticket sale site.

From that the objectives were to;

REACH

Gain over 100,000+ total reach.

ENGAGEMENT

Engage over 5,000+ people on social media.

WEBSITE CLICKS

Obtain over 10,000+ clicks to the event website.
``The tactics were simple and straight forward.``

CAMPAIGN

TACTICS

TALENT RELATIONS

Since there were over a dozen talent groups performing at the festival, outreach to their publicists and managers to share festival content on their social media outlets was a priority. This resulted in the festival seeing a higher online reach.

SOCIAL MEDIA ADS

I created several dozen Facebook, Twitter, and Instagram ads that targeted people who like the Fan Festival page and their friends. I also targeted people who like gospel music and southern gospel music.

ONLINE CONTEST

I created a basic “LIKE this post” giveaway in which we gave 4 tickets and 2 CDs away to randomly chosen people who like the Fan Festival page.

LIVE STREAMING

I set up live-streaming posts on both Facebook and Periscope where people could watch 3-4 different groups throughout each day. This became a very popular tactic. So much so that I started taking requests of what groups people wanted to watch.

VIDEO CREATION / EDITING

During the three-day event, several short videos of different performers were created, edited, and posted on social media outlets within hours of the actual performance.
``The results were more than successful.``

OVERALL

RESULTS

Below were the final results.

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ENGAGEMENT

Engagement saw 8,640 people total. (175.69% + increase from the previous year)

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REACH

Reach saw 138,273 people total. (127.09% + increase from the previous year)

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WEB CLICKS

Web clicks saw 65,304 in total. (221.06% + increase from the previous year)

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LIVE STREAM VIEWERS

Number of viewers who watched the live stream was 75 people.

``I was able to achieve the original objectives.``

FINAL

CONCLUSION
The goals that were set for the 2016 Fan Festival were very successful in achieving positive results in gaining exposure, building brand awareness, and obtaining more ticket sales through online marketing. In total, the goals we achieved and objectives numbers went beyond expectation.