Pinotage & Biltong Festival

Liquid Pulse was appointed to manage the social media marketing for the Pinotage & Biltong Festival.

We managed to organically grow the festival’s followers significantly during a short period of time on Facebook and Twitter. An Instagram profile was also set up for our client. Liquid Pulse regularly held meetings with the client to get a clear understanding of the social media marketing objectives and to strategically plan content with the participating wine farms being top of mind. Thus, value was created for all the wine farms in mentioned and tagged posts to ensure brand awareness and added value.

We collaborated with a professional chef, food stylists and food photographer to develop truly South African recipes with the various relevant Pinotage wines in mind. These recipes were utilised on all social media platforms to provide a unique and interesting content strategy to engage with followers.

During the period leading up to the Cape Town event, Liquid Pulse increased the festival’s Facebook followers with an enormous 1100%. 117 Unique posts were generated with an engagement rate of 70%. During the same period 244 tweets were posted, which showed a very high activity rate on Twitter. Instagram followers grew from 0 to 222 with 71 posts generating an average of 123 impressions per post.

For the Gauteng event, the Facebook page likes organically increased with 1,5 times during the period leading up to the event. The audience showed a significant interest in the event, reaching an all-time high of nearly 8,000. 56 Unique posts were created with an engagement rate of 4,700, translating to an average of 84 engagements per post. Furthermore, four competitions were run which generated a collective reach of more than 31,000. Twitter’s audience grew with 250%, while Instagram more than doubled its follower numbers, utilizing 1-minute videos to engage with its audience.

A very successful real-time Twitter Talk was organised during the last prior to the event, with high profiled social media influencers with large audiences based in Gauteng and Cape Town, using the hashtag #PinoBiltongFest. This highly interactive and talk generated 235,883 impressions and a unique potential reach of 88,453 in one hour. More than 30 unique contributors participated in the chat.

We curated all the content including videos and interviews, scheduled posts, proof read and edited articles and recipes, sourced images and information, and most importantly, engaged with the various audiences daily, thereby taking sole responsibility of the social media marketing, freeing the client to concentrate on organising a well-attended event. Our response rate to messages is 100% with an average response time of 17 minutes.