Digital Marketing for Locarno Film Festival 2023

RAWR continued its venture into the world of film as we partnered with the prestigious Locarno Film Festival in Switzerland again in 2023. The Locarno Film Festival, a celebrated cinematic event, is an arena for us to showcase our digital marketing prowess. The challenge was intriguing - how could we effectively promote and support this renowned film festival, attract local and international audiences, and enhance the festival's brand image? We embarked on a journey that culminated in remarkable success.

Summary

Create Hype: Generate buzz and anticipation for the festival.

Garner Interest: Engage a wider audience, both locally and globally.

Ticket Sales: Drive ticket sales and festival participation.

Create Hype: Generate buzz and anticipation for the festival.

Garner Interest: Engage a wider audience, both locally and globally.

Ticket Sales: Drive ticket sales and festival participation.

Challenge

The Locarno Film Festival posed unique challenges. It was an opportunity to diversify our portfolio, but it was also a festival in transition. We aimed to boost local engagement with ticketing sales, redefine its brand image, and enhance the festival's position within the global film and music community.

Results

Video Podcast: Podcasting has enabled Locarno Film Festival to capture the attention of a newer generation, allowing fans of film and music to listen and watch on-the-go.

Engagement: Garnered over 3 million impressions across various digital platforms, including Facebook, Instagram, TikTok, and YouTube. Both YouTube campaigns generated almost 1.5 million impressions alone.

3M

Attendance: Campaigns generated 1,600 purchases at a cost of $2.48 per Purchase. ~1500 link clicks achieved at an average CPC of USD 0.34 during all paid activations, specifically driving ticket sales at a CTR of 0.45%.

Solution 1

Locarno Meets - Video Podcast Recognising the power of multimedia content in today's digital landscape, we strategically distributed content across multiple channels, implementing a 9:16 format to resonate with platforms like Instagram Reels, TikTok, and YouTube Shorts. Incorporating intriguing quotes and snippets from the festival's interviews helped to captivate audiences. Creating a long-form piece on the website and YouTube provided in-depth festival coverage. We used both organic and paid methods to drive traffic.

Solution 2

Locarno Rotonda by La Mobiliare - Music Festival To boost local engagement and redefine the festival's brand image, we embarked on a journey with Locarno Rotonda by La Mobiliare, the festival's music component. Crafting compelling paid campaigns and creative content achieved a 100% increase in local instagram followers. Supporting the festival with a tailored content strategy also contributed to this, but also enhanced the festival’s positioning and branding within the community. It lured people to the event who weren’t singularly interested in films.

Solution 3

Ticketing Campaign Focusing on driving ticket sales and festival participation, we adopted a staggered ticketing approach using an in-house ticketing platform. Implementing a targeted campaign across Google, social media and YouTube achieved a remarkable 14% increase in festival visitors. We created a conversion funnel to build awareness and drive more ticket sales. This overarching strategy succeeded in building a vibrant festival community, leveraging first-party data for the future and allowing for more engaging content in the future to delight sponsors and festival-goers.