Developing a social media strategy for a film festival.

Client: 11th Seattle South Asian Film Festival
Year: 2016
Team: Tasveer
Disciplines: Social Media Audit—Ad Strategy—Content Creation—Analytics Analysis
SSAFF is the largest South Asian film festival in the United States, on a mission to promote independent cinema that initiates dialogue and helps build communities.

 

 

 


Objectives

SSAFF organizers were looking to leverage the power of social media to create a buzz about their films and drive ticket sales. They also wanted to increase online coverage of the festival to spread its message of #LoveWins and improve its visibility in the International Film Festival circuit.

Social Media Audit

Social Media Audit

SSAFF was present across multiple platforms but its branding and voice was inconsistent. Since it was spread so thin across social media, it had not been utilizing its social accounts effectively and frequently. Engagement was minimal despite having 3000+ followers  on Facebook and 1500+ on Twitter.

Facebook Sponsored Ad

Content Strategy

In some situations, less can be more. Since the festival was only a month away, I chose to focus on SSAFF’s Facebook presence as a quick win, since it allowed for localized targeting leading to higher ticket sales. Based on learnings from data from past years and Facebook marketing best practices, I kept all content visual and video-based that would appeal to the intellectually curious and movie buffs.


Ad Strategy

I complemented Facebook content with paid ads and event boosts, carefully selecting target audiences and customizing content for each to ensure maximum reach (paid and organic) and engagement.

Facebook Live

Audience had reported that SSAFF’s biggest value-add in past years had been the lively discussion panels and Q&As that followed every movie. I kickstarted a Facebook live program at the festival’s Opening Gala that brought the discussions to Facebook and increased follower engagement.

Results

Working with SAFF illustrated how a well-constructed social media strategy can lead to big wins. SSAFF’s Facebook followers increased by 10% and Facebook engagement went up by 30%.