midsumma digital campaign overview 2015

MIDSUMMA FESTIVAL2015 DIGITAL CAMPAIGN OVERVIEW

MIDSUMMA FESTIVAL DIGITAL CAMPAIGN OVERVIEW

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Contents

Section One: Executive Summary 3

Section Two: Website:

Overview

Results

Comparitive Figures

4

5

6

Section Three: Social Media:

Overview

Keyhole Social Tracker Results

Facebook Results

Facebook Comparitive Figures

Twitter Results

7

8

9

10

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3

Executive Summary

Midsumma Festival is Melbourne’s annual celebration of LGBTI arts, culture and community. With over 140 events across Melbourne, the festival attracts an audience in excess of 180,000.

While attendance is on par with other major festivals, Midsumma Festival does not have the budget to undertake the same level of marketing as its peers.

The festival was in need of a rejuvenated digital marketing presence in the lead up to the launch of Midsumma 2015.

Implementing this marketing presence included rebuilding the website, rewriting the social media strategy and creating new style and tone of voice guidelines for content.


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Website — Overview

In redeveloping the Midsumma Festival website emphasis was placed putting the 140-plus event program in the forefront. Care was taken to ensure an event is less than two clicks away from any page of the website. Using a custom PHP and Mysqli database-driven system we were able to seamlessly integrate the event browser, ticketing and filter/search functionality into the Joomla CMS-driven site.

The mobile experience was also brought to the forefront for Midsumma 2015, offering the same tightly-integrated experience as on desktop.

A Facebook-connected user system was implemented called MyFestival. This allowed users to create a MyFestival Watchlist of events they wanted to see and share on social media.

Results:

• The website experienced a 38% rise in overall traffic throughout the festival.

• Sales through the Midsumma Festival website accounted for 95% of all ticketing revenue in 2015.

• For the first time ever mobile and tablet users overtook desktop users across the entire campaign.


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Website — Results

Media Launch 4,265 Visits

Soft Launch 4,182 Visits

Festival 100,322 Visits

20,000

10,000

22 Nov 06 Dec 20 Dec 03 Jan 17 Jan 31 Jan

Carnival16,736 Visits

Pride March8,660 Visits

Unique Visitors:

125,378Total Visits:

187,391

Pageviews:

546,348

Key Figures: Program Launch to End of Festival 48+20+15+14+3 Traffic Sources

Organic Search47.61%

Social19.95%

Referral14.72%

Direct14.62%

Email3.07%

47+45+8 Platforms

Desktop47.89%

Mobile44.36%

Tablet7.76%


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Website — Comparitive Figures

11 +12+19+25+322015: 125,378Program Launch to End of Festival: Unique Visitors

2014: 102,6912013: 75,201

2011: 43,667 2012: 48,108

28 +29+56+75+1002015: 14,576

Carnival: Unique Visitors

2014: 11,0382013: 8,210

2011: 4,183 2012: 4,284

+22.09%

+32.05%

11 +14+22+28+1002015: 7,413

Pride March: Unique Visitors

2014: 2,0932013: 1,6492011: 877 2012: 1,040

+254.18%

32 +38+55+72+1002015: 72,141

Opening to End of Festival: Unique Visitors

2014: 52,059

2013: 39,691

2011: 23,573 2012: 27,654

+38.57%


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Social Media — Overview

Midsumma Festival’s social media strategy was rewritten from scratch for 2015’s campaign.

Content was designed to be more engaging and visually stimulating compared to other years’ campaigns. Part of this renewed focus on content was the creation of a brand, style and tone of voice guide.

Results:

• Facebook total and post reach rose 215% and 631% respectively.

• Content consumptions on Facebook rose 387%.

• Over 13,000 posts were generated by users across Facebook, Twitter and Instagram with potential reach of over 11,000,000.


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Keyhole Social Tracker — Results

1,400

700

10 Jan 15 Jan 20 Jan 25 Jan 31 Jan 05 Feb

Users:

5,202Reach:

11,074,670

Key Figures: Jan – Feb 2015. Data aggregated from Facebook, Twitter and Instagram.

2,100

Posts:

13,077

2,800

Pride March1,250 Posts

Carnival2,462 Posts

Impressions:

32,994,111


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Festival 322,913 Post Reach

Media Launch 8,933 Post Reach

Soft Launch 29,586 Post Reach

Facebook — Results

40,000

20,000


Page Likes:

17,158Post Reach:

508,879Total Reach:

987,376Impressions:

4,913,069

Key Figures: Program Launch to End of Festival

60,000

Pride March62,477 Post ReachCarnival

60,144 Post Reach

Total Engagments:

433,832


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Facebook — Comparitive Figures

28 +37+56+64+1002015: 17,158

Page Likes

2014: 11,1342013: 9,768

2011: 4,8142012: 6,375

6 +29+31+1002015: 987,376

Total ReachNumber of people who have seen any content associated with page.

2014: 313,2002013: 288,709

2012: 62,247

2 +7+13+1002015: 508,879Post Reach

Number of people who saw any page posts.

2014: 69,2572013: 36,1652012: 15,195

16 +39+32+1002015: 4,913,069

ImpressionsTotal number of times content associated with page has been seen.

2014: 1,618,5512013: 1,932,179

2012: 803,114

28 +12+20+1002015: 433,832

EngagementsLikes, comments, shares and clicks on page content.

2014: 89,0832013: 53,930

2012: 122,759

+54.10%

+215.25%

+634.76%

+203.54%

+386.99%


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Festival 88,700 Impressions

Media Launch 5,300 Impressions

Soft Launch 3,300 Impressions

Twitter — Results

10,000

5,000


Impressions:

144,800Total Engagments:

2,302

Key Figures: Program Launch to End of Festival

15,000Pride March10,700 Impressions

Carnival13,200 Impressions

Followers:

5,198


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Contact

George Groves [email protected]/in/georgegroves0409 449 752

midsumma digital campaign overview 2015

Documents

visits festival

website overview

launch of midsumma

website results media

website comparitive

visits unique visitors

entire campaign

visits pride