Campaign Overview:

We recruited creators in Philadelphia and surrounding markets to promote the Made In America 2022 festival, taking place in Philadelphia on September 3 & 4 with headliners Bad Bunny and Tyler The Creator.

Creators were required to post the tour admat or a “get ready with me” theme, including a ticket link in their bios for a minimum of 1 week, and tag the festival in their posts.

All creators were activated 2 weeks before the festival began.

Results:

27

Posts

39M+

Followers

900K

Views

50K

Likes

Campaign Strategy :

Songfluencer outlined a radius around the festival location in Philadelphia to target creators in nearby cities and states like Washington, D.C., Baltimore, Connecticut, New Jersey, and New York City.

Posting Requirements:

Creators were required to include the following in their posts:

  • Include a trackable ticket link in their bio for a minimum of 7 days to encourage ticket sales
  • Include the date, location, and name of festival in the post caption or in text on video to encourage the spread of information
  • Use audio from their favorite artists on the lineup for Made in America Festival to further motivate fans of the artists to attend the festival 

Creative Direction:

We developed and launched all three of these concepts to reach multiple demographics of festival-goers

@pedraza_twins17 @Made in America Festival, Sept 3rd and 4th in Philly! Link in bio for tickets! Los esperamos 🥰 #foryou #parati ♬ Me Porto Bonito - Bad Bunny & Chencho Corleone

Greenscreen effect: Using the festival admat as a visual background, creators were encouraged to share their musical tastes and excitement for the lineup at the event. 

@gianina who else is coming?! @Made In America Fest ♬ Me Porto Bonito - Bad Bunny & Chencho Corleone

“Get ready with me”: Creators followed a content trend showing off favorite festival fashions & what they plan on wearing at the Made in America festival. 

@calebwsimpson “MIA Fest. in Philly Sept 3rd and 4th"   Get tickets now link in bio @miafest ♬ UNCIVILIZED! (GO!) - JELEEL!
@phillyfoodladies Philly’s biggest annual music festival is less than a month away!! Buy your tix NOW (link in bio) and make sure to check out the many local food vendors there cus if there’s one thing Philly loves more than music it’s FOOD! #mia #madeinamerica #madeinamericafestival #phillyconcerts @Made in America Festival ♬ Tití Me Preguntó - Bad Bunny

Foodies and other non-music highlights: Creators shared the food and other festival extras they were looking forward to.

Follower Reactions:

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