Signal Festival is the largest light design event in the country. It is currently our second year as its Facebook and Instagram masters. The last year experience brought a range of cool strategies which we are happy to push even further this year. A couple of new hacks included.
Got hard data?
The Signal Festival lights up the whole of Prague. How about the social media platforms, though? The cornerstone of our communication was a proper tone of voice. One in tune with the fact that Signal is, above all things, an event bursting with top notch arts in the public space. We’ll share more details in a second, in the meantime, let us show you a few numbers.
Views of the Facebook content within the festival month
Reach of the Facebook page in the festival week
Views of Instagram posts in the festival week
Instagram followers in the festival week
We’d love to show you a few graphs too
Here comes a 2019 comparison of light design festivals around Europe and their interaction rates. We are happy to outperform the Berlin Festival of Light, an event two times longer than Signal, hitting over 2 million visitors. And the Lyon festival? Well, speaking of future challenges…
Waiting for Signal
Before the festival kicked off, we focused on building up the expectations: disclosing locations - both the new and the old, introducing artist, reminiscing the past edition and supplying hints on what is coming up. The teasing culminated with a sum-up of all locations and a traditional countdown.
How much, in total?
Once the festival starts, it's all done. And so is your time. We decided to face the time challenge and came up with loads of quality content. No delays. We shared masterful pictures but not only that. We also had shortage of installations, atmosphere, interviews with artists and the public. Not to talk of all the text animations and other smart details to keep the public entertained.
Festival days, 96 hours at work for our team
The total of videos shot and edited
Posts on Facebook and Instagram
We’re here. Where are you?
A festival means a hell load of posts. Dozens, even hundreds of texts within only a few days. Inevitably, you’re short of time for final touches. That’s why we came up with a virtual tour around all festival’s installations, in line with our Signal slogan “We’re here. Where are you?”. This permitted us to boast the best pictures and boost communication with our fans.
Instagram 200 %
The Signal Festival is by definition a matter of beauty. And beauty is the imperative of Instagram. Maximum care, an abundance of posts and super-polished content. Quality versus quantity? No big deal for us. We know to work both. So this is what we mad of it.
Pure beauty it was. On the outside and the inside.
Interviews and installations. In real time, naturally.
Communication with festival fans is crucial.
All content needs to look good. No exception for formalities.
Emoji are fun 🤓 Which is not the same as being universally useful. Maybe a little awkward with a community of design lovers 😢 On the other hand, graphic elements help text structuring 👌 With the Signal Festival we have opted B&W characters which help us communicate a lot without sounding childish🤡
Check for the light ✶ a spot on the map ◉gallery admission fee $ 2D screening ◻︎3D screening ❒ a church ▲ or midnight ● When the moment is right for a heart, it comes in black exclusively ???? Well, there are exceptions but we’ll get to that later...
One more thing...
The devil is in the detail. This year we kept changing the Instagram profile picture. A shining bright for the day, an atmospheric dark for the night.