The Client

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The Totempole Music Festival 2017 was a three-day family-friendly music festival targeted at teenagers and young adults. The highlight was musical performances by top Indian and international artists such as Baba Sehgal, Manasi Scott, Mihir Joshi, Theolodge, Fifty50 and Xavier Keys. The festival also featured dance workshops, an inter-school band competition, and a music conference featuring Grammy Award-winning music producer DJ Swivel and tour manager Charity Lomax among others.

The Challenge

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The main aim was to create buzz about the festival, invite real-time audience engagement and drive ticket sales. Our public relations team and digital team needed to plan in tandem to achieve these targets within a limited budget.

Our Approach

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The digital strategy was tailored to generate engagement through dynamic content leading up to the festival, during the festival and post-event across three primary platforms: Facebook, Instagram and Twitter. During the first stage, awareness of Totempole and its vibe was created via throwback posts from a previous edition of the festival. The next step was to generate interest and thereby drive sales by showcasing snippets of what audiences could look forward to during the current edition. This was achieved by posting promotional videos, artist profiles, calls to sign up for the various competitions to be held, and general information which would be useful to potential attendees such as the venue, ticketing details, etc. A contest was also run where the winners were offered a chance meet some of the performers. During the course of the festival, the social media team was on ground providing live streams and updates on Facebook, Twitter and Instagram stories to further drive audience engagement.

The Result

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Though Totempole was only in its second edition, the digital and PR teams were able to generate tremendous buzz and audience engagement. Our online campaign alone resulted in 90, 096 engaged users with a cumulative reach of 21,89,977 and 5,332 new fans on Facebook achieved within the span of two months.