WOVEN is a festival that aims to bring together the local community in Kirklees to take pride in its textiles heritage and celebrate its future opportunities for careers, creativity and innovation. It was initiated by Kirklees Council, which commissioned festival curators HATCH to collaborate with local businesses, schools, communities and artists.
Faith was asked to implement a three-month PR and social media campaign to celebrate the district’s globally recognised industry from the past, present and future, that would build up to a week-long calendar of events, culminating in its big festival weekend in June 2019.
Our approach was to create a professional communications campaign to launch the pilot WOVEN festival and promote its events and activities.
Content centred around telling the stories of those involved in the textile industry, past and present, from those that make the textiles, to those that use them creatively, and how they have helped shape the world around us. Managing relationships with various stakeholders involved in the festival, carrying out interviews and gathering information.
We also sought to promote the district’s textile heritage, creativity and innovation, as well as raise awareness of the careers and skills opportunities for future generations.
Media relations activity focused on the three main aspects, careers, heritage and innovation, through targeted press releases, feature pitches and case studies, broken down into key focuses, consumer, business, education and broadcast.
Our social media strategy was centred around building a presence to raise audience awareness of the celebration; drive footfall to events and drive traffic to the website. Activity focused on three specific channels, incorporating storytelling from heritage to innovation, as well as a targeted advertising campaign which incorporated event promotion.
Media relations and social media activity collectively saw us reach nearly 1.7 million people and an estimated 8,000 people attended the 105 events which took place between Saturday 8 – Sunday 16 June. Stakeholders from all aspects of the textile industry got on board with the campaign and demonstrated their passion to back the festival, its aims and its supporting communications activity.
The local media engaged with the week-long celebration and featured press releases, wider features and images throughout the event. A total of 30 pieces of coverage were secured, including wider features and various articles in the Huddersfield Examiner, Yorkshire Post and Batley News.
Social media was the top referring channel for traffic to the website over the campaign period and generating one of the highest conversion rates.
WOVEN is to become a biennial event in the Kirklees’ events calendar, with the next festival taking place in 2021, and will help embed activity through long term projects across the local cultural, education and industry sectors.
Socially, we generated 2.2m impressions, 3.7m engagements, and 577 clicks. This also resulted in a 3% increase in followers.