Growth Gurus Digital Marketing - logos-earth-garden

Earth Garden + Growth Gurus

Over 400,000 unique page views in 4 days.

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UNIQUE PAGE IMPRESSIONS

The Challenge

Growth Gurus were approached by Earth Garden to help promote the festival and position it amongst other leading non-mainstream music festivals across Europe. The intent was to attract individuals to the event by showcasing the range of entertainment and activities on show at Malta’s biggest festival, all in real time.

The Strategy

Our core strategy focused on sharing the incredible vibe and feeling that is created during Malta largest local festival! To promote the festival we created a series of live video streams across Malta’s favourite social platforms; Facebook and Instagram. Through a series of live videos we shared the fantastic array of musical talent on display at Malta’s biggest festival along with interviews of festival goers to truly capture the heart and soul of it.

With our Facebook content strategy being primarily focused on highlighting the festival music scene, we took to Instagram to showcase the behind the scenes and picturesque moments that make the festival come to life.

The Results

The key figures that highlight our success in this project.

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UNIQUE PAGE IMPRESSIONS
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INSTAGRAM IMPRESSIONS
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INSTAGRAM PROFILE VISITS
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VIDEO VIEWS
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FACEBOOK PAGE VIEWS
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TWITTER ENGAGEMENTS
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INSTAGRAM LIKES
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UNIQUE VISITORS

How We Achieved This

Going into the 4 day festival, we knew the importance of utilizing Earth Garden’s social platforms to attract guests all around the island to attend the festival.

 

Our devised strategy focused on utilizing Earth Garden’s active social channels, which consisted of Facebook and Instagram. We analysed Earth Gardens page insights on both platforms, along with the engagement rates and current content in order to develop a comprehensive strategy that boosted awareness and desire to join in the festivities.

Facebook

One of our core KPIs was awareness. Earth Garden boasted a fantastic lineup and it was our responsibility to ensure the Maltese public was aware of the musical acts, enticing them to attend the festival.

Facebook Live gave us the opportunity to broadcast the artists, as they were playing. The tool proved useful in providing a cost-effective strategy, ensuring we stayed on budget and provided beautiful, attention-grabbing content to Earth Garden’s followers. Throughout the 4 days, international and local artists were live streamed as they performed in front of an excited Earth Garden crowd, both at the festival and at home. Covering the different stages to help showcase the diverse entertainment on show and appeal to a wider audience was a priority.

This year, Earth Garden announced their biggest and most international line up to date. As the bands geared up for their performances and festival goers flooded through the gates, our team was strategically placed around the festival site to capture the festival vibe and translate it into an effective digital campaign.

Here is how we achieved over 160k unique video views and over 400k unique page impressions over the duration of 4 days.

  • Broadcast 18 bands and artist performances, from four different stages live on Facebook
  • Recorded 12 structured interviews with bands and artists
  • Hosted numerous interviews with festival-goers all across the festival site, edited on site and released through a series of 6 videos.
  • Capture and optimise unique imagery from around the festival
  • The targeted campaign saw content pushed in front of our desired audience to help brand awareness and ultimately ticket sales.

Instagram

In the past, Earth Garden’s Instagram page had taken a backseat to their Facebook page. Leading up to the event, the festival had shared a couple of photographs showing the developments of the festival stages, and other areas within the festival grounds.

During the four days, our objective was to transform Earth Garden’s Instagram into a beautiful and well-rounded page, fully encapsulating the festival vibe and highlighting the standout features from around the grounds.

Here is how we achieved over 2k unique profile visits, and over 85k unique impressions 100% organically in just four days.

  • Introduce full hashtag strategy, including a unique branded festival hashtag: #earthgarden2018
  • Engage with Instagram users who tagged Earth Garden or engaged with the brand on Instagram.
  • Capture and optimise unique imagery from around the festival
  • Capture video footage of the brands, artists and other entertainment factors from around the festival
  • Shared visual content on Instagram, paired with personalized copy, in line with Earth Gardens tone of voice and target audience.
  • Further promote the festival through Instagram Stories, capturing raw footage and imagery of festival-goers from around the festival site.

Project Media

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