About project

Period: March – May 2016

Client: The Great Western Fan Festival

Subject: Live Event / Music Festival

Having worked on the digital marketing 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.

My Goals & Objectives

In 2016, there are three goals I would pick for this year’s fan festival.

  • Boosting Ticket Sales
  • Building Brand Awareness
  • Creating More Fan Engagement

 

From this, I believe the objectives are as followed

  • Obtain over 10,000+ clicks to the fan festival website
  • Gain over 100,000+ digital impressions
  • Engage over 5,000+ people on social media

 

The numbers for the objectives above were chosen by looking at the 2015 festival digital statistics

The Process

Below are the strategies and tactics that I used before, during, and after the festival.

  • Facebook AD’s: I created several dozen Facebook 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.
  • Facebook Contest: I created a LIKE this post giveaway in which we gave away 4 tickets and 2 CDs away to people who like the Fan Festival page.
  • Facebook Live Video: I set up live-streaming posts 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. Also during the event, I created a live “3 Questions With” and interviewed Josh Singletary live through the Facebook page. This was also a very popular tactic. One in which I will highly use next year. (Please note the Fan Fest page is now over 1,000 Likes)
  • Twitter AD’s: I created several dozen Twitter ads that targeted people who like the Fan Festival page and their friends. I also targeted people you like gospel music and southern gospel music.
  • Instagram AD’s: I created several dozen Instagram ads that targeted people who like the Fan Festival page and their friends. I also targeted people you like gospel music and southern gospel music.
  • Periscope Live Video: I set up live-streaming posts 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. (Please note we have 138 followers who would be notified every time Fan Fest went live)

Result

Below were the final results.

  • New Likes:  205 (1,027 Total Likes)
  • Total Engagement: 8,640 People
  • Total Reach: 138,273 people
  • Organic Reach: 96,893 people
  • Paid Reach (Digital Ads): 41,380 people
  • Total Impressions: 273,164 people
  • Number of People Watch Live Video: 75 People
  • Number of clicks on any Content: 65,304 clicks

Conclusion

The goals that were set for 2016 were very successful in achieving positive results in gain exposure and building brand awareness online. In total, the goals we achieved and objectives numbers went beyond expectation.

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