WHO an annual music, film and visual arts festival hosted by Mexican Summer and Ballroom Marfa
WHAT provide an immersive cultural experience in the Far West Texas desert
HOW strategy // concepting // copywriting // analytics // community management
To generate excitement leading up to our fifth festival, I recommended a series of Instagram Stories called “Marfa Truths” (a play on the festival’s name) to educate festival goers about the unique town in a fun way and prompt additional ticket sales.
With four days of music and art shows in a remote town in the desert, getting logistical information to festival attendees was a main priority for Marfa Myths 2018. Rather than the traditional stage built in a field, we work with the entire town to provide programming at various venues around Marfa, meaning knowing what was happening where posed a challenge for attendees.
I spearheaded Marfa Myths Morning Mail, a daily email initiative created to supplement the printed maps and schedules available at headquarters, so festival goers could easily pull up a schedule of that day’s activities from their mobile device, wherever their location. I also mirrored condensed versions of this information across social platforms and attended every show throughout the four-day festival, posting about each event on Instagram Stories and using artist tags + hashtag and geolocation stickers for new user discovery. These Stories are now permanently on display in a Highlight on our profile, allowing past attendees to reminisce and enticing future attendees in years to come.
In my first year we saw a major increase in followers across social media platforms. Growth rates:
- Instagram: 187%
- Facebook: 107%
- Twitter: 98%
Our Marfa Myths Morning Mail daily newsletters saw dramatically higher open and click rates compared to industry standards:
Average open rate of 53% (industry average: 24.1%)
Average click rate of 18% (industry average: 2.6%)