Jessica Hernandez Marketing Analyst and Strategist

Social media · Events

Building hype for a resort-style music festival

Contract social media manager building hype and driving ticket and hotel sales for a resort-style festival.

Festival crowd dancing under a blue sky
800K+Views across all reels
2,409Followers in 1 month
2Accounts

The challenge

Two festival brands, one event

The festival was already established, but this season brought a new challenge: one of the events was a collaboration between two festival brands, each with its own audience and identity. As a resort-style festival, success meant more than ticket sales. The goal was to sell both tickets and hotel room packages, which asked fans to commit to a bigger, more expensive experience.

Role
Contract social media manager
Accounts
2 festival accounts
Goal
Ticket and hotel package sales
Timeframe
July – November 2025
Tools
Meta Business Suite

What I did

Strategy and execution

  • Collaborated on content strategy: worked with the team to plan posts around key moments like lineup announcements, ticket drops, and countdowns.
  • Created reels: edited and produced short-form videos, including several reels that reached 100K+ views and were run as ads to drive ticket and hotel package sales.
  • Designed graphics: built graphics that kept the festival's look consistent across both accounts.
  • Tracked performance: used Meta Business Suite to monitor reach, engagement, and reel performance, and adjusted content based on what resonated.

Results

What changed

Growth

+3,500 followers in 3 months

Follower growth picked up after I joined the team in July 2025, as content shifted toward reels and hype around the resort weekend.

Monthly new Instagram followers in 2025, peaking at 2,409 in August

Follower growth via Social Blade, June – September 2025.

Home Bass "Stay where you play" branded graphic
Branded graphic

Home Bass "Stay where you play" graphic.

Event announcement

Dirtybird Campinn Labor Day weekend announcement.

Performers holding Home Bass letters at the resort
On-site content

Capturing the energy at the resort to show fans what the weekend feels like.

Artist highlight

A reel spotlighting one of the festival's DJs.

Takeaway

Sell the feeling, not just the ticket

People buy a festival weekend because of how they expect it to feel. Content that let viewers feel the experience before arriving did more to build hype than announcements alone.
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