Case Study
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Festival of Legends
YouTube Launch
Content Strategy | Video Production | Channel Positioning | YouTube Packaging
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Built and launched a YouTube channel for a live event brand, reaching 100+ subscribers and 1.7K+ monthly views within 3 months. Developed a content strategy and video series to tell the brand story and differentiate it from competitors through trust-building.
The goal was to tell the story behind the event and the people who make it happen, building a stronger connection between the event and the attendees. We wanted to turn this from a cool annual event to a must-attend immersive experience.
0 → 100+
subscribers
1.7K+
monthly views
9
videos produced
~6 hours
founder involvement
Under 3
months
The Problem
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The Festival of Legends is an annual fantasy & fairy festival. Lately, there have been more and more similar events starting up, which is increasing competition as attendees can only go to so many of them.
The Festival of Legends needed a way to differentiate itself by forming a stronger connection with their audience of attendees.
The Process
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Identify the target audience and goal for the YouTube channel.
Define the channel and content strategy.
Build the channel, graphics, and templates.
Batch-film videos using a low-lift production system.
Review performance and refine video topics.
Selected Work
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Founder’s Story
The first video was the founder’s story and an explanation of what the festival is. This video became the first channel trailer, and was the first touch-point for the existing audience to meet the founder (who had previously been largely behind the scenes.)
Utility Through Video
Part of the initial strategy leading up to the event date was to produce a series of videos that built hype and informed attendees on the upcoming festival. This video in particular saw a huge uptick in views in the days before the festival, as attendees went back to review information.
After The Festival
A bit challenge to solve for was continuing to build the audience and trust after the festival took place. We filmed a series of videos during the festival that would serve as evergreen content trickled out in the months after the event.
Results
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The successful launch of the Festival of Legends YouTube channel increased the brand’s footprint and trust by capturing a segment of their existing audience and combining it with a new YouTube-native audience. Comments on the YouTube videos indicated new patrons attending for the first time, and returning patrons appreciating the wealth of information in the utilitarian videos.
The YouTube channel also had the effect of improving the founder’s personal brand, with him being recognized by strangers at the festival for the first time. This provided a new opportunity for the founder to directly build relationships with event attendees, making them more likely to attend in the future and bring more people with them.