“Their expertise in posting has elevated our online presence. They understand our voice and strategy, resulting in increased engagement and followers, that in turn helped to bring people to our festival.”
Gina Chong, Founder of the BC Dumpling Festival & Director of the Asian Arts and Culture Society
QUICK STATS
1,200%
INCREASE IN FOLLOWERS
3100%
INCREASE IN OVERALL REACH
615%
INCREASE IN ENGAGEMENT
2,300%
INCREASE IN PROFILE VISITS
40,000
FESTIVAL ATTENDEES
About the BC Dumpling Festival
The BC Dumpling Festival, presented by the Asian Arts and Culture Society, is a celebration of the diverse cultures and foods of the Tri-Cities area. Their annual event brings together people from all walks of life, young and old, to indulge in amazing dumplings, performances, and arts from our deeply multicultural community.
The Challenges
1. Low-value content, limited media from 2022;
2. Lack of brand awareness;
3. Small following & limited social media engagement.
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The BC Dumpling Festival needed to aggressively grow their reach, awareness, interactions, engagement and, ultimately, their attendance. Most importantly, they needed it quickly: we had less than 4 months before their 2023 festival.
The Strategy
To proactively tackle this challenge, our strategy at Papaya Marketing centered on reaching a wider audience for the BC Dumpling Festival.
We honed in on user segments who were less familiar with the festival, employing a dynamic blend of video content and promotions to engage potential attendees. By targeting those who had yet to experience the festival's offerings, we aimed to capture the attention of individuals who were more likely to resonate with the event's diverse cultural experiences.
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Our approach involved optimizing campaigns to maximize outreach and participation, while adhering to our set benchmarks for engagement and attendance. Regular assessments allowed us to gauge the effectiveness of our content among different demographics and platforms, enabling us to refine our targeting strategy based on evolving data. To maintain momentum and sustain interest throughout the campaign, we collaborated closely with the BC Dumpling Festival team to refresh and repurpose existing assets for various digital placements.
The Results
By executing this strategy and re-optimizing it regularly, we yielded a remarkable 1936% surge in post reach, propelling the BC Dumpling Festival into the spotlight.
This surge contributed to the event's substantial growth, drawing 40,000 attendees in 2023, an impressive increase of 15,000 from the previous year.
In addition, we drove a 1200% growth in their follower count, cultivating a strong, engaged community around the BCDF brand. Our strategic approach generated a 615% boost in content engagement, fostering meaningful interactions with their audience. Moreover, our tailored efforts led to a 2300% growth in profile activity, ensuring that BC Dumpling Festival's content reaches the right audience and leaving a lasting impact.