A record live crowd. All built online.
Content and social strategy for an arts and culture festival returning to live after two years away.
Client: Confidential
Year: 2022, 2023, 2024
Services
- Social Strategy
- Social Management
- Photography
- Video Production
- Content Strategy and Editorial
Results
3000%
Increase in online engagement vs previous year
Record Set
Record festival attendance achieved
What happened
Three years of virtual programming had disrupted the relationship between the festival and its audience. The 2022 edition was the first return to a live outdoor format. Attendance needed to not just recover, it needed to surpass what the festival had achieved before the pandemic changed everything.
We built a programme structured around three distinct phases: pre-festival anticipation, live coverage, and post-event extension. Each phase had its own content strategy, its own creative approach, and its own role in the overall arc.
Campaigns ran across YouTube, Facebook, and Instagram with each platform used according to its actual strengths rather than simply duplicating content. Creator partnerships were built to extend organic reach into communities with genuine cultural relevance to the festival's programming.
Every content decision was made with one question in mind: does this make someone more likely to attend? The aesthetic mattered. The energy mattered. The platform mattered. But the measure of success was always the same.
Online engagement increased 3,000% against the last outdoor event in 2019. The festival grounds were at capacity. The client re-engaged for subsequent years.