DO LAB AT COACHELLA
WARRIOR THREE DREAMIN’
Project dates
March - April 2023
Do LaB transforms the landscape of the renowned Coachella Music and Arts Festival every year with its innovative art installation stage environment, creating a unique synergy of music and art. It's where visual splendor and sound collide, sparking moments that leave a lasting impact.
In my role as a Marketing Strategist at the creative agency Hei-Ho for Do LaB at Coachella 2023, I held the responsibility of crafting high-level strategies and ensuring the continuity of our brand message across various marketing channels, encompassing email, SMS, website, and social media. Among the projects I spearheaded were on-site artist activations, daily announcements of 2-3 surprise guest appearances over two weekends, and engaging Discord artist takeovers, among others.
Notable accomplishments
Over the course of two exciting weekends, my team and I successfully accumulated an impressive total of 6,800 unique email and SMS sign-ups, a testament to our effective engagement strategies. Simultaneously, we achieved significant growth on our TikTok account through strategies I initiated, adding over a thousand new enthusiastic followers to our expanding digital community.
TikTok Strategy
By leveraging existing footage and on-the-ground video recordings from the Do LaB stage, I devised a strategy that attracted over 1,000 new followers and included eight posts that achieved over 10K views.
Real-Time Artist Updates
Throughout the festival's two weekends, we urged attendees to sign up for exclusive surprise guest announcements sent directly to their phones, elevating both our contact list and the attendee experience as they became the first to learn about the incredible surprises at the Do LaB stage.
Live Event Social Strategy
Collaborating closely with a Social Media Strategist, we created the high-level social media plan that was executed on-site at Coachella. This plan encompassed artist takeovers, surprise announcements, and consistent, engaging content throughout the event.
thumbnail photo by @divisuals