Events sector: Social advertising for Mimesis, philosophy festival.
The Mimesis Festival is a festival of a philosophical nature that takes place annually in the region.
É caratterizzato da vari incontri aperti al pubblico in cui diversi esperti, come giornalisti, filosofi, accademici e scrittori si confrontano su uno specifico tema di riferimento. Il tema dell’edizione 2022 era incentrato sulla filosofia e la trasformazione digitale.
A digital advertising strategy was requested for this event, including the planning and management of campaigns on Facebook and Instagram social media.
The aim of this strategy was to boost attendance at individual events and increase the notoriety of the event.
The Festival lasts three days, each day featuring a packed programme of events taking place in the region, mainly in the province of Udine.
The strategy planned:
1. Design of different creative identities for each meeting
2. Publication of the campaign on Facebook and Instagram.
3. Campaign monitoring and adapting the strategy in accordance with its progress.
4. Analysis of results.
The strategy involved the publication of a campaign containing 4 sets of advertisements, one for each day of the festival plus the general event poster.
Each ad group consisted of as many advertisements as the number of scheduled meetings.
The different advertisements each pointed to a page on the website dedicated to the specific meeting.
The monitoring phase permits, if needed, to adjust the campaign. In this case, it made it possible to limit the problem of ad cannibalisation by isolating the strongest ad, decreasing its budget and grouping the other ads in a separate ad group.
In this way, each event achieved a balanced number of interactions.
In five days, five meetings reached maximum spectator capacity.
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