Silk Note Festival 2019

SILK NOTE FESTIVAL 2019

In fall 2019 for the first time Yerevan hosted Silk Note Festival with the series of concerts of world-known artists like Jamiroquai, The Parov Stelar Band and guitar virtuoso Al Di Meola.

The aim of the festival is to develop cultural tourism in Armenia and direct festival proceeds to the reconstruction of cultural centers in the regions of Armenia.
DELIVERABLES

DIGITAL MARKETING STRATEGY

AD OPTIMIZATION AND MANAGEMENT

DISPLAY ADVERTISEMENT

SOCIAL MEDIA MARKETING

WEBSITE BASIC SEO
CLIENT

DIGITAL MARKETING

To successfully promote Silk Note Festival we had several goals: to increase awareness about the festival among the target audience, generate website traffic and increase online sales. The target audience geography was wide and covered Armenia, Georgia, Russia, and Ukraine.

The key points of the developed digital marketing strategy were to increase brand awareness, audience engagement, online ticket sales and conversion rate.

BASIC SEO FOR THE WEBSITE

The website of Silk Note was the main ticket selling platform, and the first thing to do was to optimize the website to increase its visibility and ranking on search engines.

SOCIAL MEDIA MARKETING

To achieve the set goals, we implemented a comprehensive social media marketing strategy on Facebook, Instagram, Vkontakte and Twitter, creating relevant visual and verbal content for each platform.

During the campaign we also implemented the retargeting tool to reach out to the target audience already interested in the festival.

We placed banner ads on Google Ads and Yandex.Direct, as well as video advertisements on YouTube.

WiMedia sponsored free wifi advertising platform was used to target tourists that recently visited Armenia.

INFLUENCER MARKETING

To inform generations Y and Z about the upcoming festival we started to work with a number of influencers popular among the target audience. They talked about the upcoming Silk Note Festival on their social media pages and gave away concert tickets through several contests.

VLOGGING

We chose vlog format to show all the beauty of autumn Yerevan and to present details of the festival to the Russian target audience. We created a video in Russian that got more than 33.000 views on social networks attracting potential attendees' attention towards the festival.

Another video was created for the Armenian target with famous vlogger Ovsanna Simonyan telling about the festival headliners and options of ticket buying.

During a two-month promotion overall 2 million people at least once heard about the festival, more than 67.000 people visited the Silk Note website monthly and more than 8000 concert tickets were sold from online, out of which round 20% to soon-to-visit tourists.

DELIVERABLES

CLIENT