Since starting Bonnaroo in 2002 and Outside Lands in 2008, Superfly has grown into an experience company that activates communities around unforgettable moments and creates the future of live entertainment. They launched Lost Lake, a brand new festival in Phoenix in 2017.
Lost lake
CAMPAIGN
With limited demographic information and no existing local equity, Superfly partnered with 26 influencers across verticals to post before and during the festival, building excitement and awareness. Influencers were given minimal requirements - some creative direction suggestions, light messaging guidelines, and a loose approval process. Once the dust settled, Superfly needed to evaluate the efficacy of the campaign and the influencers themselves.
goals
Based on experience and the performance of past campaigns, evaluate the Lost Lake influencer program overall. Suggest improvements to the process and execution to implement in the future.
MY role
Using data from the sales team and influencers, I cross-referenced each post by vertical, message, and performance. Patterns emerged indicating which types of content and influencers drove festival interest, online engagement, and consumer spend.
RESULTS
While Lost Lake didn’t return the following year, the insights gleaned continue to inform Superfly’s influencer relations.
Report format used to evaluate multiple influencer activations at festivals.
Recommendations implemented for the creation of influencer programs at subsequent festivals.
