The Pasifika brand was reinvigorated for the 30th anniversary of the festival and the content & channels team were tasked with developing a new website on a limited budget to support festival activity. To achieve this we worked with our product team to create a microsite template based on the core website ecosystem, flexing the existing design framework to accommodate the new festival content and brand.

This microsite provided new features allowing Pasifika Festival to showcase more unique online content that supported the live festival, including recipes, games, maps, and music. During the covid-19 pandemic the live festival was cancelled and the team pivoted to online festivals, adding further importance to our new celebrate at home features and content.

Social media is a vital channel for Pasifika where limited marketing budget requires increased volume of organic content and a focus on community building through social media.Our content creators spent time reaching out to specific performers, community groups and leaders as well as influencers with a connection to the festival.

Through ongoing active engagement we were able to build a groundswell of interest in the festival. Positive communication and maintaining an active social media presence were essential in building momentum in the weeks before the festival.Our team made efforts to use the latest social media techniques including reels, a live broadcast of the festival online as well as animated advertising to ensure our limited marketing budget was used innovatively and effectively.

The budget for online marketing activity for the latest Pasifika Festival was limited to $15,000 however with this reduced budget our team was able to deliver over 7,500 clicks to the Pasifika site reaching over 1.5m people with just over 4 million impressions across our key channels. We found content sharing and overall amplification of content was high with over 1,621 shares, highlighting the value of community building.