THE CHALLENGE
Melbourne Cocktail Festival is held every year in September. Its purpose is to celebrate Melbourne's vibrant bar and hospitality scene. They wanted to find ways to showcase the festival on social media to raise their profile and attract more ticket sales from cocktail lovers. They were particularly interested in improving their social media video, in particular Reels and TikToks, using these to celebrate the scene and keep people engaged with the festival program.
The solution
We started by completing a social media audit, competitor analysis and by setting a strategy for social media before, after, and during the festival. We then moved on to creating content, with a particular focus on Reels and TikToks. We wanted to focus on telling stories from the Melbourne hospitality scene and engaging with followers who are interested in being the first to try Melbourne’s hottest new venues.
KEY OUTCOMES
In the first month of posting, we saw a 900% increase in reach across Facebook and Instagram.
We saw a 178% increase in reach on TikTok, also within the first month of posting, with our festival announcement video gaining over 30k views and over 1300 likes.
We also saw a 300% increase in profile visits on Instagram, which was a fantastic result as it meant more people were discovering the festival and learning more about how to get tickets. Profile views on TikTok were up 700%.
New followers increased by 240%.
We attended each major event of the festival and posted content on the night, engaged with attendees, and also gathered content to be posted the next day.
Just wanted to say a huge thank you for all the work this Melbourne Cocktail Festival week, I really appreciate how much you've been out and about. Really appreciate the hustle on helping promote the events too. Thank you so much to the team.
— Jane Ryan - Worksmith
Instagram Reels
We focused on energetic and engaging Instagram Reels and TikToks that would excite followers and make them want to hit the Melbourne bar scene. We really wanted to capture the unique energy of the festival.
MCF Wrap Up Instagram Reel
SERVICES PROVIDED
SOCIAL MEDIA STRATEGY
CONTENT CREATION
ACCOUNT MANAGEMENT
COMMUNITY MANAGEMENT