As the channels did not yet exist, we were tasked with the content strategy including the tone of voice, the style of the assets, the strategic planning of the advertising spend, the conversation surrounding the brand online, the pillars of content and the frequency/timing of all social actions.
We launched Facebook, Instagram and Twitter for the new festival with a slight name change, BBC Summer Social, and quickly attracted a fanbase of dedicated and excited fans by integrating meme style/tongue in cheek copy, bright and colourful branding and adapted the content to fit different demographics. With only existing photography from the previous year, the task was creating engaging and varied content with limited resources and information.
To build excitement surrounding the day we focused our efforts in creating engagement led posts, encouraging the audience to interact with us, mirroring trend-led content that appealed to the teenage demographic, and the parents that reacted to the ‘pester power’.
Over the weekend the festival took place, we created a full social media schedule in line with the festival programme, that pinpointed exactly what content from which section of the event would be live and on which platform. This meant fans at home and fans at the festival could get the full experience of the different goings on, from Q&A’s, live performances, games, meet and greets and live storytelling.