How omnichannel marketing boosted event attendance.
For Singapore’s inaugural coffee festival celebrating specialty coffee, a top to bottom hands-on approach was activated to promote this event. From refining the brand tone and all creative communications delivered across omnichannel platforms, devising campaign strategies to increase festival awareness through the implementation of multiple digital tools and tactical partnerships, to crafting print ads and EDMs, art directing photo shoots and producing original digital content, directing and filming lifestyle videos for social media distribution, and supervising external agencies, publicists and vendors, setting up social content calendar and handling production logistics, this was one ultra-caffeinated project.
CHALLENGE
Market a never-before-heard-of event and secure ticket pre-sales within 10 weeks.
SOLUTION
A multi-channel marketing strategy spanning across digital channels and offline media on a broad scale to significantly increase event awareness and pre-sale ticket purchases.
SERVICES
Creative Direction, Digital Marketing Strategy, Content Creation (Design, Copywriting), Social Media Management, Email Marketing
All Hands On Deck: With the event happening just a couple months away, many caffeinated late nights were spent planning and implementing both digital marketing and traditional marketing. Multiple campaign ideas were percolating and we rolled up our sleeves to launch a new campaign almost on a weekly basis. Emails were written in the festival’s unique brand voice and delivered to mailing list subscribers frequently. Newspaper ads, magazine inserts, and street banner designs were laid out, fact-checked, and sent to print.
Social media: Every other week we produced campaign-based original content to create a buzz on what the festival is about. Engagement was an indicator of audience interest, so every content was intentionally crafted to spark reactions and conversations.
What’s Your Coffee Personality? A social media campaign designed to spur engagement by matching personality profiles with common go-to coffee drinks
Giveaways: One of the many giveaway campaigns that was launched on social media, this one featured stop motion videography promoting a free trip to Melbourne, the coffee capital of the world.
Other Ways To Enjoy Coffee: To attract non-coffee drinkers, our creative concept here was to showcase alternative ways to enjoy coffee other than a steaming cup of java.
Press Kit: To help explain the core facts of this event to journalists, reporters and the media in general in a neat, digestible package, we also designed a pre-packaged set of promotional materials including an accordion-fold mini brochure.
Event Magazine: Last but not least, we also art directed every editorial content for the event’s 58-page guide, printed in magazine format.
Results: Over 425,000 total social media engagement was measured across Facebook and Instagram, spanning 3 months. Actual event attendance of 23,000 buzzing visitors was 53% above initial projection. Let’s raise a cuppa Joe to that.