Inner State Festival:
Launching A New Wellness and Music Experience - A Case Study
In the fast-evolving landscape of festivals, launching a new concept requires more than just innovative ideas—it demands a strategic approach to marketing that captivates and educates. The Inner State Festival set out to redefine the wellness and music festival experience with its forward-thinking mindset.
The Goal:
Launch a new festival experience, build an engaged audience educated on the new concept, and generate 2500 signups.
How it was done:
Competitor Insight: First, we scoped out the competition. Through competitor mapping and a SWOT analysis, we found our niche.
Target Audience: Next up, defining who we’re talking to. Crafting buyer personas helped us get our messaging on point.
Branding & Web: With our audience and position clear, we built the brand and the digital home for Inner State.
Launch Plan: We rolled out a seed campaign, collaborated with a PR agency, and managed over 40 partners to spread the word.
Content Creation: We got busy producing key content: a teaser video, a carefully planned Instagram grid, a hero video for the campaign, and a slew of templates and tools for our partners.
Inner State. A new kind of wellbeing festival.
Inner State. A new kind of wellbeing festival.
Six days of high vibes and good times.
Unwind and open your mind
Unwind and open your mind
The challenge:
Educating people about something entirely new is tough. Terms like “Whole systems approach” fell flat. We needed a fix, and fast.
The fix:
Our partners had the audience we needed to reach. By crafting share-ready launch assets specifically for them, we could leverage their trust to introduce our festival concept effectively.
The content
I briefed the designer and project managed the creation of assets across a number of different platforms and channels, including but not limited to brand, website, OOH and social assets.
The results
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The campaign hit 1 million impressions and a 26% engagement rate in just two months, blowing past the travel sector’s average of 1.13%
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With 34 partner shares over the launch weekend, we tapped into a combined audience of 1.3 million.
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We smashed our goal, with 3,000 sign-ups in four weeks—a 20% increase over our target.
Straight talk
This case study cuts through the usual marketing fluff to show you how we strategically launched a new festival concept by understanding our audience, leveraging strategic partnerships, and communicating clearly.
Like the sound of it?
Like the sound of it?
Let’s work together.
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