Luminato Content Strategy
Luminato Festival Content Strategy
To meet audience development goals for the 2023 Festival, I developed a video-first content strategy highlighting Luminato artists with a strong focus on TikTok and Instagram Reels.
The strategy relied on behind-the-scenes content, artist interviews, artist vlogs, destination videos and a constant stream of high-quality content documenting each day of the festival to keep audiences engaged.
Luminato Festival 2023 Trailer
The 2023 Luminato Festival hosted stories from Toronto and around the globe. The goal of the trailer was to highlight the parallels between the magical, larger-than-life elements of art and the quiet, ordinary moments of our daily lives.
Credits
Creative Production: Cassandra Popescu
Creative Direction: Cassandra Popescu
Video Edit: Carlie MacFie
Music Composition: Tessa & Petr Balaz
Campaign Analytics
The content strategy resulted in strong overall social media growth across Luminato’s social media channels throughout the active festival campaign.
Across all profiles, Luminato’s net audience grew by 731% between April - June 2023.
