CASE STUDY.1/ EASTSIDE CULTURE CRAWL
DIGITAL ADVERTISING / SOCIAL MEDIA MANAGEMENT / CONTENT CREATION / COPYWRITING / DESIGN
STRATEGY
IN SUPPORT OF THE 26TH ANNUAL EASTSIDE CULTURE CRAWL, MPMG IMPLEMENTED AN EXTENSIVE SOCIAL MEDIA, DIGITAL AD & MEDIA RELATIONS CAMPAIGN.
The Eastside Culture Crawl is Vancouver’s favourite visual arts, design & crafts festival.
The annual Crawl welcomes thousands of visitors into the studios of 500+ local artists, and features exhibitions, workshops, film screenings and more. 2022 marked a special year as the Crawl’s classic open studio format made its highly anticipated return after two years of hybrid events.
In 2022, MPMG created and executed a five-week social media and digital advertising strategy across Facebook, Instagram, Twitter & Google Display Network, with the objective of generating awareness, driving attendance, and continuing to expand the Crawl’s online following.
Composing the digital marketing strategy / Managing the Crawl’s Facebook, Instagram & Twitter / Creating engaging content for social media / Coordinating with artists for feed content and story takeovers / Copywriting / Video editing / Using pre-made assets and festival imagery to design on-brand graphics / Strategically boosting social media posts / Executing narrowly targeted Facebook, Instagram & Google Display ad campaigns / Periodic campaign optimization and reporting
DIGITAL ACCOUNT MANAGER RESPONSIBILITIES
Facebook & Instagram ads spread awareness about the festival among Vancouver-based art-lovers, while Google Display ads targeted remarketing audiences with frequent reminders about the upcoming festival.
On social media, vertical video, stories & story takeovers, promoted media coverage, contests, and posts evoking the experience of attending the Crawl were crucial parts of our content strategy, ultimately generating some of the campaign’s strongest results. Reels and stories in particular served as a vivid visual showcase of Crawl artists, their studios, and the incredible diversity of their work, and provided opportunities to feature more artists on Crawl feeds than ever before.
Digital Advertising
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Social Media Management
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Content Creation
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Copywriting
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Design
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Digital Advertising / Social Media Management / Content Creation / Copywriting / Design /
635,000 TOTAL REACH
965,000 impressions
51,000 Engagements
RESULTS
Campaign materials served 965k impressions, reached 635k unique Vancouverites, and garnered 51k engagements.
Drove more than 6k outbound clicks to the festival website.
Successfully expanded the Eastside Culture Crawl’s social media following by 10% through organic and paid campaigns.
Compared to 2021, increased total reach on Instagram by 39% and engagement per post by 56%.
Reels posted over the course of the campaign generated an impressive 101k total plays.
Social Media
Followers
INSTAGRAM FEED
