STAGECOACH
PROJECT
The Versus team has run social media strategy, content and execution for Stagecoach since 2014. Our leadership in the brand’s social presence has helped the festival transition from an outsider Country festival to one of the most important Country festivals in the world.
APPROACH
In 2017 we initiated a re-brand that has continued through the current iteration of the festival’s outward facing voice. We pivoted from a brand that relied heavily on “country” cultural tropes to one that feels like the best weekend of the year for your girl gang to get together. It’s modern, pop culture, and country at the same time.
Using data, surveying, experience, and gut creativity we have deciphered what it is to be a Stagecoach attendee and have successfully helped market the festival to biggest its ever been in 2019 and 2020 is on track to grow at an increased rate.
SUCCESS
SUCCESS
75+ million impressions across Facebook, Instagram, and Twitter over the 2019 campaign.
Instagram partnership resulting in production of 10 artist videos and advertising budget to put behind them at zero cost to the festival.
More than doubled Instagram followers, YOY, since 2017.
HIGHLIGHT: Influencers
In 2018 we launched an extensive influencer campaign, trading passes in exchange for social support from 100+ influencers. This program cost a total of zero dollars for the festival. In 2019, a group of our hand-selected influencers were able to be sold to a sponsorship partner making the program profitable.