Social Media · Campaign Management

Guinness Cork Jazz

Amplifying The Guinness Cork Jazz Festival's Digital Impact Through Strategic Social Media Marketing

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Key Stats

Reach far and wide: 5.29 million combined impressions across the whole strategy.
Engagement up: over 207 pieces of content drove 35.7k engagements, a 75% jump year on year.
Video content: 69.8k organic impressions from the run-up and on-the-ground coverage.
Following up 20%: a mix of a thought-out organic strategy and paid social.

Guinness Cork Jazz Key Stats

Challenge

As the festival pushed to grow its digital presence and engagement, a few challenges stood out:

Building hype before the event: creating anticipation and promoting a diverse lineup of acts, venues, and experiences.
Live event coverage: real-time engagement across the festival weekend through social updates, video, and audience interaction.
Coordinating paid and organic: aligning paid campaigns with organic content to drive ticket sales and community.

Guinness Cork Jazz, Challenge — Guinness Cork Jazz Challenge

Strategy

We were tasked with designing and running a full social media strategy that captured the spirit of the festival and drove engagement online and on the ground.

Pre-festival campaign

Content calendar and strategy: a detailed calendar of key acts, venues, and experiences, timed to build momentum as the festival approached.
Teaser campaigns: teaser videos and countdown posts to create buzz, with eye-catching visuals and engaging copy.
Influencer collaborations: local and international influencers to broaden reach across platforms.

Live social and video support

On-the-ground coverage: a dedicated team on-site for live updates, behind-the-scenes content, and artist interviews.
Live streaming: select performances streamed so remote audiences could join in.
User-generated content: branded hashtags, with the best fan content featured on the official channels.

Paid social campaigns

Targeted ads: campaigns across Facebook, Instagram, and Twitter to drive ticket sales, using interest-based targeting to reach jazz fans and cultural tourists.

Impact

A well-planned social strategy grew the festival’s digital presence, with strong lifts in engagement and ticket sales. A good example of how we run social campaigns that connect with the right audience and deliver.