Events sector: Social advertising for literary festival
The Goal
Infofactory has been responsible for the development of a digital advertising strategy for the Mimesis literary festival.
The strategy included the planning and management of social campaigns on Facebook and Instagram. The goal was to increase attendance at individual events and raise the event's profile.
The Mimesis Festival is a festival of a philosophical nature that takes place annually in the region.
It is characterized by various meetings open to the public in which different experts, such as journalists, philosophers, academics, and writers discuss a specific reference topic. The theme of the 2022 edition was philosophy and digital transformation.
The Method
The strategy planned:
1.Publication of campaigns on Facebook and Instagram.
2.Planning of ads with different graphics for each meeting.
3.Monitoring of campaigns and adaptation of the strategy according to their progress.
4.Analysis of the results.
Our approach
Social campaign
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.
Monitoring
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.
The Results
In five days, five meetings reached maximum spectator capacity
