The Auckland Diwali Festival has grown to become New Zealand's premier Indian cultural festival.
The Auckland Diwali Festival is a family free event held every October also known as the Festival of Lights celebrating Indian culture and the diversity of the Auckland Indian community through performance, art, food and music in the heart of Auckland’s Aotea Square.
The Auckland Diwali Festival is a family free event held every October, owned and operated by Tātaki Auckland Unlimited this two-day event attracts hundreds of thousands of visitors from across the region and New Zealand.
The Content & Channels team regularly support the annual festival through online content creation, digital strategy and social media. As with our other cultural festivals this revolved around the development of a dedicated online space in the form of a microsite.
Due to the covid-19 pandemic two festival years pivoted to an online experience. To support the festival programme the content & channels team created a series of online experiences from recipes to music and promoted the online programme through our social media channels.
The Auckland Diwali Festival maintains a facebook page as the core channel for engaging with the target audience for this festival, in this case the Indian community.
Prior to the creation of the Facebook page the content & channels team delivered targeted advertising across Facebook, Instagram, Twitter and TikTok.
We found the greatest response to the campaign came through Facebook and so proceeded with this channel to grow an organic audience with a view to expanding across other channels at a later date.
Our team supported the creation of engaging video content to tell the story of Diwali which culminated in Passing of the Diya. This relatively simple production proved popular with our online audiences culminating in high engagement and amplification through our social channels.
The Auckland Diwali Festival 2022 delivered amazing results against an extremely limited budget, thanks to interesting content and a well engaged and enthusiastic community.
The total budget for 2022 was just shy of $5,000 and for this we generated a reach of 435,000 and ~7,000 clicks and engagement with content. Overall 18 individual pieces of content were created and promoted as part of the campaign.
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