Beignet Fest 2023: A Case Study
Beignet Fest is a premier New Orleans food festival that celebrates one of the region’s most iconic dishes, the beignet. The Beignet Fest Foundation and corresponding festival were founded in 2016 by Amy and Sherwood Collins with the purpose of using proceeds to provide grants that support New Orleans-area programs that serve children with developmental delays. Some examples of the programs supported by the foundation include adaptive swimming lessons, inclusive sailing camps, and the development of a sensory activation vehicle – unique space for local events to be more inclusive for those with sensory processing disorders.
The Challenge
The Beignet Fest crew wanted to increase their annual growth and make 2023 one of their best years yet. Their goal was to increase ticket sales, raise funds for the foundation, and increase overall awareness of the festival and its mission.
The Solution
In addition to traditional and digital media promotions supported by Gambel Communications, Beignet Fest worked with Firefly to create a holistic social media strategy to achieve their goals.
Our team started by developing a roadmap for the festival’s promotion on Facebook and Instagram starting in April and running into October. The roadmap outlined a transition from general education and awareness of the festival’s mission to promoting ticket sales and sharing event information (food menu, live music, artist market, FAQs, etc.). Along the way, we developed targeted ad campaigns to increase audience reach and engagement while also driving traffic to their online ticket platform.
Campaign Roadmap
Organic Content
Strategy
Social Media
Ad Campaigns
The Results
With a total number of tickets reaching 6,423 and a sold out VIP section, the festival saw an increase of 15% in ticket revenue compared to the previous year. In addition, the response on social media was equally impactful. Overall following on both Facebook and Instagram increased 13% and 20% respectively over the six month period. Festival awareness reached new heights with a 15% increase in organic reach from social media posts and an incredible 202% increase in paid reach from ad campaigns compared to the previous year’s promotions.
Ticket
Revenue
Facebook Following
Instagram Following
Organic Social
Media Reach
Paid Social
Media Reach
A True Partnership
The festival itself was an incredible success and our team was lucky enough to attend and enjoy all the event had to offer. We experienced a true NOLA festival, from all the good food (the Pear & Brie beignet was a real winner) and cold drinks to the live music and overall sense of community.
“There was a tremendous response this year to Beignet Fest and our mission,” said Sherwood Collins. “We have gotten overwhelmingly positive feedback from our vendors, attendees and volunteers. We’re thrilled with the results.”
About the Author: Hunter Euchaski
