Wonderfruit Festival
 // Driving awareness

Marketing communications, Social Media, KOL's and brand activation

THE CHALLENGE

After a much-praised inaugural event in 2014, this eco-themed lifestyle and music festival wanted to ramp up its marketing efforts internationally. Due to its close proximity to and easy access from Hong Kong, Wonderfruit engaged Catalyst as a Hong Kong marketing and communications partner to spread awareness and encourage ticket sales through influencers and traditional and digital media, as well as to activate engaging campaigns in the market.

The Strategy

Around the themes of sustainability, wellness and music, Catalyst created experiences and content unique to Hong Kong to convey the Wonderfruit story and make it relevant to targeted Hong Kong audiences.

We engaged over 200 influencers in the areas of music, arts, yoga / wellness, media, and food to lead the campaign.

We secured brand experience locations in high profile lifestyle events and created our own activations targeting our customer profile across the city.

The Results

  • 100K people reached through brand activations.
  • Excellent media and social media coverage, with editorial reach of 105 million people.
  • Post-event coverage in two of the most popular magazines in Hong Kong such as South China Morning Post and Hong Kong Magazine with total advertising value of HK$600K.
  • More than 66 posts on Instagram, with a reach of almost 8 million people.