Challenge
Afrikamera Festival wanted to implement their visual identity into the social media experience. The young audience and the People of Color (PoC) community were not sufficiently present during past festival editions. Further, the recently launched Instagram channel lacked a visual language and thus an active follower participation of a younger audience.
We decided to create a graphic pre-campaign in the social media channels before the start of the festival. The idea was to have a tool to promote the festival that we could implement equally on their facebook and instagram. We researched target-group-relevant statements from African filmmakers who would be featured this year. The chosen statements were integrated into the graphic campaign. The idea of this campaign was to enable a mutual encounter between audience and filmmakers.
We initiated an influencer campaign within the young PoC-community. They shared posts about the festival and invited their community to join the film screenings and consequently to follow the Afrikamera social media.
Evaluation