The Ridgway Independent Film Festival
CREATIVE BRIEF
Goal: Help them leverage filmmaker content across social media to inspire and encourage people across the area to join the fun.
Tone: Excite the target audience about the other programs, social events, and activities hosted by RIFF during the festival.
Deliverables: Meta ads, and social media feed posts.
The Strategy
The Ridgway Independent Film Festival (RIFF) is an intimate film festival that brings together filmmakers, artists, creatives, and the community into an event at the foot of two of the most stunning mountains in the state.
RIFF came to us wanting their 10th annual festival to get all the attention it deserved. The organizers were doing everything from marketing to planning, advertising and organizing. They needed support. They called us a few weeks out to help them leverage filmmaker content across social media to inspire and encourage people across the area to join the fun.
Spreading the Word
Across the Western Slope
The first thing we did when we took on the account was take stock of accessible content and hone in on RIFF’s target audience. We sought platforms and communities where we could reach people interested in arts, culture, and events from Grand Junction to Telluride.
We activated our strategy across multiple platforms, meeting our target audience where they were most active. Our social strategy spanned Instagram, Facebook, and included social ads.
Getting Butts in
Seats at RIFF
First and foremost, we wanted our social strategy to highlight content from the films and filmmakers in order to drive home the mission of the event— to enjoy art, celebrate films, and provide an opportunity for creators to learn from each other. Highlighting stories from the films helped draw people into specific events that piqued their interest.
We also tailored organic and paid posts to excite the target audience about the other programs, social events, and activities hosted by RIFF during the festival.
Finally, we knew we needed a campaign that would drive conversions. We designed a countdown campaign that created a sense of excitement and urgency, getting people to need to know what RIFF was all about. This campaign was activated strategically across all platforms.
From the Social Media Maven
“It was a pleasure to work on this project because I had the opportunity to really hone in on the purpose of the event and the insanely cool people involved in it. Throughout the campaign, I kept a sharp focus on maintaining the festival’s distinctive, artsy brand voice, ensuring every post resonated with the creative community while balancing a sense of belonging with a sense of urgency.”
-Pauline Duda, Social Media Maven
Impact
Our strategy was a hit. Our efforts, alongside the tireless work of the RIFF team, sold out several films and filled many rooms at the festival.
Not only did our efforts successfully promote the films and festival, it also grew RIFF’s community increasing followers by 10% over a three-week period.
