How a top photography festival appeared organically on 1.1 million Facebook newsfeeds

Posted by on Oct 21, 2013 in Case studies | 0 comments

How a top photography festival appeared organically on 1.1 million Facebook newsfeeds

Status Social was asked to act as social media consultants on the 2013 FORMAT International Photography Festival – one of the top ten photography festivals in the world. It became their most successful event ever.

Adam Buss is the marketing director for FORMAT and recognised that to reach a wider audience, the festival needed to use social media:

“FORMAT is the UK’s leading photography festival,” says Adam. “But as with many major events in the arts, FORMAT is run with a very small team. This means some areas are under-resourced including in this case, marketing.

“FORMAT is a global festival with a global reach and many of our ‘fans’ are unable to make it to the festival each time so it is crucial our social media reaches this audience with informative, inspiring, rich content.”

FORMAT International Photography Festival launch at St Pancras International, London.

FORMAT International Photography Festival launch at St Pancras International, London.

Status Social was brought on board to help bring some structure and expertise to FORMAT 13. The organisers wanted increased awareness of the festival but also to give more value to those attending or watching from afar.

“Status Social is grounded in Derby but understands the global market place of social media,” explains Adam. “This resonates strongly with the brand of FORMAT which has a similar outlook. We were aware of the positive work and inclusive attitude that Status Social has and this made it a perfect fit for FORMAT.”

The consultation began with a social media strategy workshop to dig deep into who was the FORMAT audience, what tone of voice and brand values to demonstrate and which social networks would be best utilised. This was followed by training of FORMAT marketing staff in key networks, primarily Facebook, and a social media content workshop.

Adam explains the impact the workshops had: “Status Social helped us to focus on what was crucial and where to prioritise time and resources. This enabled greater reach than we had achieved previously and a fantastic response overall to the festival from the four corners of the globe.”

The FORMAT Facebook page achieved a viral reach of up to 56,000 people per week during the festival, gaining nearly 1,600 likes during Status Social’s involvement. Over one month the Facebook page achieved nearly 656,000 organic impressions and received 1,174,427 organic impressions over three months.

One telling quote came from a South American fan of the page who said she had only just started seeing content from the page on her newsfeed since Status Social’s involvement.

Status Social was also involved in content creation for FORMAT13 which included 38 videos, 15 blogs, 35 6-second Vine videos, 6 Audioboo podcasts and photographs for Facebook and Twitter. This content generated more than ten thousand moments of engagement with the FORMAT brand. Derby’s hotels also reported a significant rise in bookings over the festival.

“The creation of short filmed interviews, previews and VINE content enabled us to continually refresh our social media channels and ensure that the content was both relevant and interesting,” says Adam. “Status Social ensured FORMAT retained its status as the UK’s largest and most important photography festival and that we served our audience in the best way possible within limited resources.”

Need a social media strategy to help your business objectives? Or need help promoting your event or festival? Then talk to us!

Leave a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.