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Social Marketing

Winton's Way Out West Fest | Social Marketing

Country Music Festival
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The Brand

In 2015, the beloved Waltzing Matilda Museum in Winton tragically burned the ground. In the plans to rebuild a new $22 million center, the decision was made to create a music festival in Winton as part of the celebration to be called the ‘Winton’s Way Out West Fest - Celebrating Waltzing Matilda’.

The Social Strategy

Pre Festival: Their social media was key to reaching a wide range of potential customers who would be interested in buying tickets to the festival. We started off by scheduling 3x posts a week to start generating some interest and curiosity around the festival with our main aim to get Facebook Page likes. In the lead-up to the tickets being released on sale, we upped our social media posting to 1-2 posts per day creating an urgency that the time to buy tickets was approaching and this was a festival they did not want to miss. This push saw the powered sites sold out within 4 minutes and VIP tickets sold within 3 days. 

Once the initial ticket sales rush had past, we dropped the posts back to 3-4 per week covering a range of topics including artists’ music video clips and spruces, tickets push, Winton attractions, and GIFs that were specifically designed for #WOWF in-house.

1 month prior to the festival, it was essential we kept the hype going and push those last-minute ticket sales. Upping our social media posting to 1 per day in the first week, we then pushed it to 2-3 posts per day in the second week and 4-5 posts in the third and fourth week. This final push saw our ticket sales increase with the Tent City camping option selling out and the additional large powered sites that were put on sale. 

During: Prepared to show everyone what they were missing, we sent two of our team members on site to cover all the #WOWF action. From general pictures during the day and statuses to the opening ceremony of the Waltzing Matilda Centre and artists performing at night, everything was covered. Over the 4-days of action, we posted 46 times on Facebook with 25 Live posts. 

Facebook Live videos proved to capture the most engagement with a Live video of John Williamson singing at the Waltzing Matilda Centre reaching over 91,000 people, 40K views, 861 reactions and 320 shares. The love was continued to be felt throughout the festival with a Live video of Kip Moore reaching over 25,000 people, 114 shares, and over 600 reactions. 

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