MONA FOMA
Mona’s summer festival of music and arts returned for two weekends in February 2023. The program saw over 370 artists performing across the festival, starting in Launceston then making its way down to nipaluna/Hobart.
We were tasked to drive awareness of individual events, whilst also ensuring the audience perceived them as part of a broader, cohesive, 2-week festival.
APPROACH
A brand identify for the 2023 season was developed to create cohesion.
I was responsible for translating this brand identify across all social media assets; managing the production and distribution of tailored assets for artists, partners and owned channels (organic + paid).
This was complemented by influencer and partners relations, real-time community management and timely posting activity on Mona Foma’s social channels in the lead up and during the events.
RESULTS
2.7M impressions, 1.8M reached, 81k people engaged.
385 pieces of organic content shared across owned channels.
70~ pieces of content made for artists to share on our program announce.
1.9K+ Instagram DMs were reviewed, answered and managed.
87+ influencer stories shared over the nipaluna / Hobart weekend.
