digital marketing—social media management
Lexicon was engaged work with and help launch the first ever 100% open access food and drink festival in South Australia, the Adelaide Food Fringe.
Working with a small yet strong team of creatives, Lexicon was brought into the project in 2019 as Digital Marketing Coordinator for the 2020 Adelaide Food Fringe. While working for 6 months on the project, we created social media pages and strategy, built online presence and executed digital marketing content across a myriad of platforms.
While months of hard work and dedication went into the festival, the 2020 Adelaide Food Fringe (set for April 3-5) was cancelled with 2 weeks left to go due to the ongoing COVID-19 pandemic. Using the false start as a launchpad for the 2021 festival, our team took the opportunity to fine-tune the festival's branding, key messaging and content strategy, bringing the festival to a polished new level.
Now with a 10-day festival marked for May 7-16, Lexicon's mission for 2021 was to elevate Adelaide Food Fringe's digital strategy to new heights. We set ourselves a goal to reach KPIs across email subscribers, Instagram followers and Facebook likes, aiming to double the original numbers we came back to after months away from the project in late 2020.
With our ad campaigns in place across November 2020 to May 2021, Adelaide Food Fringe's email subscribers increased by 160%, with Facebook and Instagram followers both increasing by 100%.
Overseeing all digital marketing from website copy to eDMs, social media content creation to event holder communications, Lexicon was able to take the Adelaide Food Fringe's digital footprint across the state. Gaining exposure during crucial registration times, we were able to exceed expectations and gain 150 events registered across the 10 day festival, compared to 60 events registered in the 2020 festival.
Once registrations closed in March, focus shifted to creating hype and promotion around the festival's diverse range of events using Facebook and Instagram ads, along with subscriber email giveaways, to boost our following and exposure of the festival.
Now that the inaugural festival has come to a close, Lexicon continues to work on its digital marketing. The rapid growth in numbers showcases the importance and significance local food and drink heroes have on the industry, and we can't wait to see what the 2022 festival brings.