This involved defining clear content pillars, identifying key audience motivations, and structuring a marketing funnel that moved people from discovery to ticket interest. The strategy focused on highlighting the festival’s unique position as a sober, community-led gathering centred around wellbeing, creativity, and authentic human connection.

To bring the strategy to life, I designed a storytelling framework that translated Freezone’s values into engaging, narrative-led content. Rather than relying on typical festival promotion, the content focused on real moments of connection, personal transformation, and community spirit. This approach helped differentiate the festival from mainstream events and created a more emotionally resonant digital presence.

I managed the end-to-end execution of the social media campaign across Instagram and Facebook. This included planning a multi-month content calendar, producing and editing short-form video content, writing captions and scripts, scheduling posts, and coordinating visual assets from existing festival footage. The aim was to build momentum leading up to the event while maintaining a consistent and authentic brand voice.