OUTSIDE LANDS
SAN FRANCISCO MUSIC + ARTS FESTIVAL
86M impressions | 4M engagements | 360K fans | 19% growth
Outside Lands is a music and arts festival in San Francisco, that debuted in 2008. I oversaw and managed the social strategy 2017-2019, both year round and onsite. During a two month span in 2019, organic and paid efforts resulted in $17M in sales through 28K pixel purchases. Organic social alone resulted in $812K in sales.
I fully managed the Instagram platform onsite for Outside Lands 2018. The feed saw a 45% increase in impressions and 34% increase in engagements. Instagram Stories outperformed the previous year by 352% in terms of impressions.
I worked closely with our graphic designer and social photographer to create 91 pieces of content for Instagram Stories and 68 pieces of content for the feed.
We created 29 custom Outside Lands branded Giphy stickers for fans to use on Instagram Stories throughout the weekend and instructed fans to use them in advance. The stickers received over 2.6M views.
PHOTOS BY ASHLEY WHITE
ONSITE ARTIST CONTENT
167K impressions | 8 artists
I reached out to artists leading into the festival to coordinate onsite content. I secured 8 different artists throughout the weekend for Ranger Dave band photos, shout-out videos and portraits with our social photographer.
PHOTOS BY ONSITE PHOTOGRAPHER JERM COHEN
ARTIST DISCOVERY
I partnered with design and programming teams to curate artist discovery content for the Outside Lands social pages, web editorial and weekly emails.
Themed content included Artist Spotlights, Six Essential Tracks and Artist Recommendations.
Once content was live, I worked with artist management teams to encourage them to share for increased exposure.
INSTAGRAM STORIES TRIVIA
278K impressions | 38K replies
To engage fans and stay on track with the latest social updates, I implemented weekly trivia through Instagram Stories for Outside Lands. Themed trivia included facts about the lineup, San Francisco, the history of Outside Lands and more. Fans were encouraged to answer trivia through Instagram's built in poll and trivia question tools.
EARTH DAY CAMPAIGN
264K impressions | 4K engagements
Outside Lands has promoted environmental awareness and increased sustainability efforts year after year. In 2018, the festival went plastic straw-free, introduced more reusable containers and diverted a record 92% of waste from landfills.
To celebrate Earth Day 2019, we created a week long campaign across social, web editorial and email newsletters to show fans the positive impact that Outside Lands has on the environment.
Editorial content featured interviews with the co-owner of Clean Vibes and Director of Sustainability. Social posts broke down key aspects of our efforts through 12 pieces of content and drove fans to the website to learn more.