House of Creatives Music Festival

OBJECTIVE

Mishu Music was looking for experts in music marketing to create brand awareness for their first ever music festival in Miami. They looked to The Syndicate to help build a music festival platform from the ground up and promote the festival to local influencers, tastemakers and music fans. 

EXECUTION

Developed and executed a strategic full-scale marketing program, including social media, digital and on-the-ground tactics:

  • Established a social and digital strategy from pre-announcement to festival date
  • Created and executed a 2-month long media plan with key outlets, targeted the Southeast region
  • Targeted 18-55 year olds, with a focus on 18-34 through social media advertising, with multiple target groups
  • Leveraged radio relationships to secure 244 spots across 5 stations (commercial, non-commercial and college) including on-air contesting
  • On-the-ground efforts included a 4-week large format OOH campaign with wild postings throughout Miami and a 3-week lifestyle street marketing campaign across 5 Florida markets
  • Activated street marketing representatives as HoC brand ambassadors to vocally promote the brand and distribute promotional materials within 5 Florida markets
  • Identified 10 like-minded shows to distribute and vocally promote HoC Fest with our brand ambassadors

IMPACT

  • 17.5MM impressions across social, digital and on the ground advertising in just 8 weeks
  • Over 1.1MM fans reached via social media advertising over 92 ad campaigns
  • 21,000 materials distributed in street marketing efforts
  • Exceeded attendance expectations for their first ever Miami festival