THE CHALLENGE

Fest Verão realized the need to highlight Instagram and build a relationship with the public through structured content lines

and assertiveness of personas. The main challenges were:

Impact the public at a national level; Convert sales through Instagram; Generate more engagement;

But, how to highlight a brand in the midst of so much content on social networks?

That's why other areas of marketing added to the positioning

and promotion of the festival.

The main challenge for our live marketing area was to bring the festival

and the experiences it can provide within the social environment

of the target audience, in order to arouse interest, desire to consume

and make it loyal.

THE RESULT

With all efforts, and with all areas working together, the results were:

72.95% growth in the number of followers;

Increase of about 106.71% in comments;

Increase of 46.67% in total likes.



In addition to a large number of audiences on the two weekends of the festival!

What festival is this?

Fest Verão takes place on the first three Saturdays of January, in Cabedelo, João Pessoa (PB). And already with 15 years of existence, the festival brings together artists from all over the country.

With big names in the line-up like Wesley Safadão, the event attracts audiences from different parts of Brazil, having in its name the tradition of an event that builds a solid name.

But then, our work started long before the festival date. All the visual identity, media monitoring and live marketing actions took place months before to publicize the festival, making the public feel the taste of the event, even before buying the ticket.

Experience, insights and partnership

Thinking about the purchase and loyalty made by the target public, the strategy of actions and activations of the sponsors was applied before and during the event.

The consumer experience was complete, tracing his journey from the moment he learns about the festival, the purchase, until the last minutes inside the festival.

When we bring in sponsor activation, our duty is to ensure that the public's attention turns to the product to be worked on. The main sponsor of Fest Verão 2020 was Skol Puro Malte.

To generate public interaction with the product in question, activations with visibility working the brand during the event, such as the air balloon with the Skol Puro Malte logo, and pre-event activations, such as the futtable on one of the busiest beaches in João Pessoa were used not only to capture the public's attention to the event and the product in question, but also to help promote the action organically and generate movement on social media.

A show apart!

It is clear that joining areas to promote a product or event is synonymous with success!

At the end of this project, we delivered to the client an extremely positive result, not only in the numbers analyzed

in relation to ticket sales and growth on social networks, but also, in the general balance of the days of the event.

Sponsor activations were highly publicized, with high turnover, with more than 2,900 gifts distributed on the three Saturdays of the event.