Outside of my freelance work, I work full-time as a Content Strategist for a digital agency called RDIA. We operate as the creative branch to our parent company, the telecommunications empire, RDI Corporation. A company that values its involvement in the community, one of RDI's 2018 sponsorships included Cincinnati's premiere music festival, Bunbury, coordinated by PromoWest Productions.
Initially I was brought on to craft a unique and compelling strategy for RDI's promotional video that would play on a circuit over the course of the three-day festival. As the roles on project evolved over its duration, I ended up stepping in to direct the video. I then took over responsibilities for our social media strategy, wrote compelling captions, curated visuals for social posts, and shot content onsite throughout the event.
RDI PROMOTIONAL VIDEO:
Single Compelling Thought: Bunbury's lineup for the 2018 show sparked remarkable anticipation as headliners included The Chainsmokers, Incubus, Jack White, Foster the People, Young the Giant, and more. Considering the thousands of attendees with diverse music preferences, how many share a favorite song?
Strategy: The culture of music festivals is very much associated with the theme of unity and togetherness. In a world divided by our differences, music is something that brings unlikely strangers together. Let's tap in to this sentiment and celebrate it by capturing all the different people who have a favorite song in common.
Execution: Create hype for the festival by creating a video that showcases different RDI employees dancing to their favorite songs by Bunbury's best headliners.
RDI x Bunbury Manifesto –
Use textures, gradients, and pops of color to create engaging graphics with a cohesive palette. Craft captions that capitalize on the hype of the event. Promote the official Bunbury playlist on Spotify, host a ticket giveaway, feature headliner lyrics in the captions, and tag artists in the appropriate social posts.
Use bright colors and Adobe Sketch acrylic paint brush to bring movement and energy to every post. Leverage use of song lyrics in the captions to better connect with audience. Include relevant emojis to boost engagement.
Instagram content performed exceptionally well, bringing in an average 5.65% engagement rate among 289 followers.