Social Media
Campaign Management
Amplifying The Guinness Cork Jazz Festival's Digital Impact Through Strategic Social Media Marketing
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Project
Overview
The Guinness Cork Jazz Festival is one of Ireland’s most iconic music festivals, attracting jazz enthusiasts from all over the world. Known for its vibrant atmosphere, world-class performances, and deep-rooted cultural significance, the festival transforms Cork City into a hub of music, culture, and entertainment every October.
ChoiceCuts approached us with a project we couldn’t turn down – bringing Guinness Cork Jazz to life with organic & paid social media management, email marketing, live on-the-ground coverage, and a cracking 45th anniversary campaign.
Premium Plan
“Collaborate with R22 for Seamless Management of Your Digital Marketing and Web Design Initiatives.”
— Noel Kavanagh, Director of Kavanagh Group
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Key
Stats
- Reach Far & Wide: The festival’s efforts gained a combined 5.29 million impressions across all elements of the strategy.
- Increased Social Media Engagement: With over 207 unique pieces of content generated and created, the festival’s social media channels saw a 35.7 thousand engagements – a 75% increase year-on-year.
- Video Content: With video in the run up to the event and on-the-ground coverage, 69.8 thousand organic impressions were generated.
- Boost in following: 20% increase in following was achieved through a blend of thoroughly a thought-out organic social strategy and paid social media efforts.
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Challenge
As the festival sought to enhance its digital presence and engagement, several challenges emerged:
- Building Hype Before the Event: Creating anticipation and excitement in the lead-up to the festival, while effectively promoting the diverse lineup of acts, venues, and cultural experiences.
- Live Event Coverage: Ensuring real-time engagement during the festival weekend through live social media updates, video content, and audience interaction.
- Coordinating Paid and Organic Social Media: Aligning paid campaigns with organic content to maximize reach, drive ticket sales, and foster community engagement.
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Strategy
Rooftop Twenty Two was tasked with designing and executing a comprehensive social media strategy that would capture the essence of the festival and drive both online and offline engagement.
Pre-Festival Campaign
- Content Calendar & Strategy: Developed a detailed content calendar highlighting key acts, venues, and cultural experiences, strategically timed to build momentum as the festival approached.
- Teaser Campaigns: Launched teaser videos and countdown posts to create buzz, using eye-catching visuals and engaging copy to entice potential attendees.
- Influencer Collaborations: Partnered with local and international influencers to broaden the festival’s reach and engage diverse audiences across social media platforms.
Live Social Media & Video Support
- On-the-Ground Coverage: Deployed a dedicated social media team on-site during the festival to provide live updates, including behind-the-scenes content, artist interviews, and real-time audience interactions.
- Live Streaming: Facilitated live streaming of select performances and events, allowing remote audiences to experience the festival and engage online.
- User-Generated Content: Encouraged attendees to share their experiences using branded hashtags, with the best content featured on the festival’s official channels, fostering a sense of community.
Paid Social Media Campaigns
- Targeted Ads: Created and managed targeted ad campaigns across Facebook, Instagram, and Twitter to drive ticket sales and event awareness, utilizing demographic and interest-based targeting to reach jazz enthusiasts and cultural tourists.
Content Optimization
Link Building Mastery
Content Optimization
Link Building Mastery
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Impact
Through a meticulously planned and executed social media strategy, Rooftop Twenty Two successfully amplified the digital presence of the Guinness Cork Jazz Festival, driving substantial growth in both online engagement and ticket sales. This case study underscores Rooftop Twenty Two’s expertise in crafting dynamic, results-oriented social media campaigns that resonate with target audiences and elevate brand experiences.