Multi-channel promotion of a large wood themed festival
The Wonder of Wood fair
The Wonder of Wood Fair, established by our long-term client Artisan Structures, faced a significant challenge in its early years. After a promising start, the second annual fair had to be cancelled due to the Covid-19 pandemic. Determined to come back stronger, the team recognized the need for heightened awareness and robust promotion.
They turned to us for help. We implemented a comprehensive multi-channel strategy, leveraging both online and offline marketing techniques to maximise reach and engagement.
Key Strategies Implemented:
- 3 Month Social Media Campaign
- Radio Interviews & Press Releases
- Gamification / Competitions
- Online Ticket Sales
Our efforts culminated in the highest attendance in the event’s history, setting a strong foundation for future growth and continued success.
Social Media Marketing
When we took on the marketing for The Wonder of Wood Fair, we already had an audience to build upon. By analysing the best-performing posts from previous events, we crafted authentic and engaging content designed to significantly expand our reach.
Our strategy combined consistent posting with targeted boosts for key posts throughout the campaign. This approach allowed us to connect with over 50,000 people on Instagram and Facebook, leading to the largest turnout in the event’s four-year history.
The Wonder of Wood Fair is a truly wonderful event, driven by the passionate people behind it. Growing and interacting with this vibrant community was a pleasure. Central to our campaign was the mission of encouraging parents and children to enjoy the outdoors after a prolonged lockdown. This message formed the cornerstone of our content strategy, resonating deeply with our audience and contributing to the event’s success.
- Reached 50,000+ audience over 3 month campaignÂ
- Daily posts over 90 days
- 2x page followers and 3x engagement
The Power of Video in Our 3-Month Social Media Campaign
During our three-month social media campaign for The Wonder of Wood Fair, we discovered that one of the organisers, Tim, had a natural talent for engaging with the camera. His charisma and ease in front of the lens led us to capitalize on video content as a core component of our strategy.
We even coined a catchy slogan, now eagerly anticipated by the community: “Be there or be square!” This slogan became a hallmark of our video series, adding a familiar and exciting touch to our content.
The series of videos we produced featured Tim discussing various aspects of the fair, from sneak peeks of the events to heartfelt messages about the importance of outdoor activities for families. These videos were strategically released throughout the campaign and quickly became some of our highest-engagement posts.
The authentic connection Tim established with the audience, combined with the visual and dynamic nature of the videos, significantly boosted our reach and interaction rates. By leveraging video content, we not only kept the community engaged but also effectively communicated the fair’s vibrant spirit and mission.
Results
A record number of people attended, with 97% of people saying that they found out about the event via social media.Â
Building on this success we are running this years promotion too, started earlier to seek to grow even more by building an online buzz and community around the event.
- Nearly 6000 visitors attended the 2023 event
- 97% found out it via social media
- Facebook and Instagram followers doubled
- 5.8k% increase in post reach
- 3x post engagement compared to previous year
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