About
Shabang is a two-day music festival that celebrates California's central coast community with immersive music and art experiences. Featuring over thirty musical acts, live art performances, a silent disco, and local kombucha on tap, it offers the perfect feel-good central coast day.
Role: Digital Marketing Coordinator
As digital marketing coordinator I spearheaded initiatives aimed at expanding our social media footprint, crafting compelling website copy, fostering partnerships with local businesses, and conceiving innovative marketing campaigns—all geared toward driving ticket sales. As the primary overseer of media output on both festival days, I played a pivotal role in ensuring the success and visibility of our event.
Screenshot of April's Hey Orca dashboard
Social Media + Marketing Strategy
I interfaced daily with a digital marketing agency hired by Shabang Inc. to drive ticket sales toward our specific college audience. I wrote content calendars (like the one to the left) that took into account holidays, artist releases, and trends targeted towards ticket buyers.
Collaborative Ticket Giveaways
Rather than traditional enter-to-win giveaways, we introduced the Golden Ticket Vinyl Hunt in collaboration with local vinyl shop BooBoo's Records. A 'golden ticket' hidden inside a vinyl record encouraged purchases, while social media hints guided followers to the winning vinyl.
In place of a 'follow for entry' giveaway, we strategically used teasers on our social platforms to lead followers to the winning vinyl. This approach boosted engagement and aligned with our goal of supporting local businesses.
The Golden Ticket Vinyl Hunt achieved our objectives of promoting community businesses and increasing exposure. By integrating social media with local commerce, we enhanced community engagement and strengthened our brand presence.
design by Renee Kao
Collaborative Posts
At this time, collaborative posts for Instagram had just been released. I took proactive steps to engage artists and their labels, suggesting cross-promoting their festival sets on both personal accounts and the festival's page through joint posts. Some examples are shown to the left.
Creative Lineups
The anticipation surrounding line up reveals wasn't limited to musicians alone. We introduced creative artist lineups for beverages as well as experiences to generate heightened suspense and excitement among our audience.
Design by Renee Kao
Design by Renee Kao
Day of Social Media Output
All festival days are key days for social media accounts to capitalize on engagement and interaction. On launch day, I coordinated with a team of over twenty professional photographers, and we broke down what shots needed to be taken. I sat in a shipping crate room with only internet access for miles and successfully analyzed and posted hundreds of images with custom captions, resulting in dramatic increases in followings across all social channels.
DJ Susan surprise encore set, Edited by Nathan Doherty
Edited by Nathan Doherty
Edited by Nathan Doherty
Results
Combined Social Media Impressions - 6,626,973
Total Accounts Reached - 2,067,834
Total Account Engagement - 73,931
Total Website views - 245,462
Lineup Poster by Renee Kao