Developing a Social Media Marketing Strategy for Astroworld Festival

This report outlines a paid social media marketing strategy for the Travis Scott Astroworld festival, focusing on campaign objectives, audience targeting, and content strategy. It addresses the need to reduce mental and physical health risks for festival-goers and promote a safe, social-friendly environment through digital technologies. The report details audience targeting strategies, user journey considerations, campaign objective breakdowns, and creative mock-ups. It also includes a demonstration of the campaign and scheduling content plan, along with cost, ROI, and conversion considerations, emphasizing the importance of social media in building long-term relationships and achieving marketing goals. This document is available on Desklib, a platform offering study tools and resources for students.

Individual Report Paid
Social Media Marketing
Strategy

Executive summary
The provided report document is a proposal for a social media marketing plan for
promoting the event of Travis Scott Astroworld festival. In the provided individual report
analysis of issues, paid campaigns and solutions will be taken into consideration. For the
provided report document, an overview of the assets and achievements from owned and earned
media development stage will also be focused. In the provided context, the social media
marketing campaign for Travis Scott Astroworld festival will be taken into consideration and
relative strategies, challenges with respect to internal and external factors will be taken into
consideration.

Table of Contents
Executive summary..........................................................................................................................2
Objective of paid social media campaign........................................................................................4
Rations for the campaign.................................................................................................................4
Audience targeting...........................................................................................................................4
User journal......................................................................................................................................4
Campaign objective breakdown.......................................................................................................5
Mock-ups and creative.....................................................................................................................5
Demonstration of campaign and scheduling content plan...............................................................6
Costs, ROI and conversion..............................................................................................................6
Summary..........................................................................................................................................7
References .......................................................................................................................................8

Objective of paid social media campaign
General objectives under social media campaigns are inclusive of developing a long-term
relationship between brand of the company and respective target audience. Such objectives form
effective basis through which certainty of a task given can be attained. Following are respective
objectives for Travis Scott Astroworld:
 To reduce mental and physical issues and risks for festival-goers.
 To establish a social-friendly environment amongst individuals within a society.
 To promote the use of digital technologies when being engaged in conducting a festival.
Rations for the campaign
The rations for performing the campaign are set on committing to the mental health and
safety of individuals who attend the festival. This will be done in accordance with the use of
social well-being services through the use of social media platform, application and websites. In
addition to this campaign will focus on helping people who are suffering from mental health
state and will also derive effective standards on the basis of which individuals can respond better
to such issues (Casha, (2018)).
Audience targeting
The potential target audience for the provided campaign would be over 50% of festival
visitors in the UK were aged 30 years and under. Furthermore, it will also include individuals
with the greatest share being aged between 21- 25 years, while 41-50 year old were the second-
highest audience with a split of 40% male and 60% female. The proposed audience that are being
targeted derives with the motive to seek effective results through which the overall economic
growth of a society can be targeted.
User journal
User journey describes consumer decision making process with the influence of social
media. Social media helps to recognise the need of customers, search for useful information for
increasing demand and supply. It also further helps to chose from best alternatives possible and
take purchase related decisions. Social media further helps to make the journey cost effective and
provide ample of choices to chose from. It helps to improve consumer engagement, sort queries
and issues as soon as possible (Sihan, (2021)). Digital marketing also plays an important role and

is considered a bifurcated part of social media which helps to generate awareness among people,
attract them towards company's brand, increase purchases and improve brand loyalty as well.
User journey can be smooth when they are having full information about the product that they
are planning to purchase. There are 5 stages to be considered in User journey for decision
making :
1. Recognising the need : First step to be considered in user journey is to recognise what is
the actual want and demand of a consumer.
2. Collecting useful information : It is a step where consumer tries to understand which
brand or which place can fulfil all his expectations.
3. Choosing the best alternative : It helps to consider all options that are available in
market and which parameters a user must consider in choosing the product. For eg :
Quality or price which is more preferable (Alston, (2021)).
4. Purchase related decisions : After examining all options available finally consumer
reaches to a conclusion as which product must be purchased.
5. Feedbacks : Final step is to collect feedback from potential customer for improving
performance.
Campaign objective breakdown
Objectives of the campaign can be explained on focusing on useful areas which must be
focused on such as mental health of consumer, physical issues and risk associated with festival
attenders. It helps to engage more in management of long term relationship with consumer and
attract target/potential audience. It focuses more on building brand image and increasing demand
for products with an urge to manage costs. It also helps to improve conversion rate which means
converting demand into sale. Campaign also focuses on building a balance between environment
and user as well. It also emphasis on maintaining link between society and working of social
media (Vinoth & Dilip (2018)).
Mock-ups and creative
It is considered as the best opportunity for attracting customers from the best through
creative ways such as choosing creative ideas while preparing ads and choosing which
communication channel and media must be chosen. It also focuses on message which will be
delivered to the society by using social media methods and how it will increase customer

engagement in brands. Creative mock-up helps to bring visions on reality grounds which will
help campaigns in presenting brands, building competitive image in market and choosing
different & unique style for the same. It helps the product creator to plan what final product must
look like and to understand what changes must be updated with the help of received feedbacks.
A/B testing can be used which helps to understand the procedure of running different versions of
advertisements which hold diversification in nature from each other only on a specific aspect .
(Ashtiani & Davidavičienė (2019, April)).
Demonstration of campaign and scheduling content plan
For starting of any marketing campaign the approach should be followed. It can be done
through proper scheduling of the campaign by defining the activities which are to be performed.
For this the content strategy is to be planned for achieve the goals of the campaign. The data and
the budget should be prepared by allocating the costa and the expenditure which will be done on
the advertisement put on social media.
Budget
Details Amount (£)
Content Creation 300
Social Advertising 600
Social Engagement 200
Software Tools 500
Promotion Contests 400
TOTAL £ 2000
Also an advertising schedule is prepared in which the list is made for the document and all
the marketing activities. It will help the organisers to rapidly sell the tickets which will enable it
to generate revenue.
Costs, ROI and conversion
The conversions are the main thing in the social media campaigns. As it helps the user in
knowing about the campaign and converts the comments and the likes which the user does
aiming at completing the objectives of the marketing campaign. It will aide in knowing about the
number of the users which have visited the campaign (Yahia, Neama & Kerbache (2018)).

The costs which will be incurred by the organisers will be mainly of the content strategy
because it aims at attracting the most of the consumers possible. It depends on the daily number
of advertisement and the variety of the commercials build for the campaign
The KPIs for this campaign are the like, share and the comment factor. It can be determined
by the evaluating the revenue by PPC and PPV technique. It is a quantifiable measure which
effectively measure the success of the marketing campaign (Florenthal (2019)).
Summary
The above prepared report gives an understanding about how social media is helpful and
what are certain objectives which shall be covered in campaign. It also helps to understand the
concept of pay per click and pay per view. This report highlights the importance of user survey
and objectives which are met by campaign with the help of social media. It gives an idea how
costs, return on investment is managed and how can demand be converted in sales. It can be
further noted that social media helps to build long term relationships which are beneficial in long
run. It focuses on reducing mental, physical issues consumers are dealing with and how risks
prevailing in the environment be managed. It takes into consideration the environment friendly
working, managing social aspects and minimizing costs for the campaign.

References
Alston, A. R. (2021). Radio Broadcasting Industry: Marketing Strategy Plan for the Future of
Digital Media Platform (Doctoral dissertation, Capella University).
Ashtiani, N. S., & Davidavičienė, V. (2019, April). Planning Of Digital Marketing Strategy
Formation. In 22nd Conference for Young Researchers" Economics and Management".
Casha, C. (2018). The use of social media marketing by Air Malta (Bachelor's thesis, University
of Malta).
Florenthal, B. (2019). Young consumers’ motivational drivers of brand engagement behavior on
social media sites: A synthesized U&G and TAM framework. Journal of Research in
Interactive Marketing.
Sihan, L. (2021). Scene Marketing Strategy in E-commerce Era. In Proceedings of the 4th
International Conference on Economic Management and Green Development (pp. 473-
479). Springer, Singapore.
Vinoth, S., & Dilip, D. (2018). Impact of social media marketing on online purchases of
conusmers. ZENITH International Journal of Business Economics & Management
Research, 8(8), 1-6.
Yahia, I. B., Al-Neama, N., & Kerbache, L. (2018). Investigating the drivers for social
commerce in social media platforms: Importance of trust, social support and the
platform perceived usage. Journal of Retailing and Consumer Services, 41. 11-19.