The Rochester Lilac Festival is the largest free festival of it's kind. For the 118th annual event, Lime Creative crafted a Facebook Live production designed to touch multiple demographics. The festival boasts one of the top music lineups, a special events tent, and of course, the world's largest collection of lilac variations, and takes place at the famous Highland Park, designed by Frederick Law Olmsted.
Some of our goals for the 5 Facebook Live broadcasts were to:
- Reach an untapped audience outside of New York State
- Give the local, loyal following a behind the scenes look
- Engage a younger demographic with our celebrity guests
- Encourage the festival's national presence
- Give exclusive access to the musical headliners
- Build on the facebook page following and subscription
- Promote the Special Events Tent and support partnerships and sponsorships
Lime Creative produced 5 videos over the 10 day festival, handling the creative direction of strategy, location, content, guests and chosen format. The videos were edited and optimized with tags, descriptions, thumbnails, titles, call to actions and keywords. To increase engagement, pre-video posts were launched and boosted.
As of the end of the festival, we had reached and surpassed all of our established goals with over 49,476 views and hundreds of likes and comments per video. Target demographics were reached and engaged with the videos. Formats included interview, Q&A, behind the scenes and cooking demonstrations. The videos gave 1 on 1 access to fans of international favorites Rusted Root, Linda Gail Lewis, and the stars of Animal Planet's TANKED, Brett Raymer and Wayde King. Local favorites, Sisters of Murphy, The New York Wine & Culinary Center (Jeff McLean) and Sir Rocha Says and Greg, the owner of local cidery, Blue Toad Hard Cider were also featured and supported our goals to the local community.
Q&A from fans with Animal Planet's Hit TV Show TANKED
Behind the Scenes Interview with Rusted Root
Cooking Demo with NY Wine & Culinary Center's Jeff McLean & social media sensation, Sir Rocha Says
Promotion of Lilac Brew Fest in the Farmers Insurance Special Events Tent with Blue Toad Hard Cider owner, Greg
Backstage with Linda Gail Lewis