popsilos social media campaign

PROJECT DESCRIPTION

The scope of our project was to create a social media campaign for Popsilos that highlighted the different farms that are a on the Popsilos circuit, sharing the stories around these farms, and the surrounding communities. This included carefully designing and scheduling social media posts on both Facebook and Instagram. The target audience are teens, young adults that are Ottawa or Ontario locals. The posts also contained short form video content that helped tell the target audience what Popsilos is about. The main objectives with this project were to increase the brand awareness of Popsilos and to improve their social media presence.

final project

Popsilos is a project aimed at building community engagement in the Prescott-Russell area through local partnerships between Artists and Farmers. Each artwork represents a specific theme and unique stories in relation to the theme, collectively gathered from the farmers, artists and local community. The goal of Popsilos is to allow visitors to slow down and experience rural life while learning about these local stories and ways of life. While Popsilos’ current social media has done a good job of elevating the brand, the group thought a focused social media campaign would help tell the story of Popsilos and all the people involved with the project. Comprised of 41 pieces of content split between Instagram Posts, Reels, and Stories, each piece can stand alone but put together like a puzzle piece, the audience can see the full scope of the story of Popsilos. The stories from the farmers about farm life, local communities, and everything else they could think of represent the whole idea of Popsilos of displaying life outside of the city.

social media strategy

The campaign combines a mix of photo, graphic, and video-based content, with a heavy focus on video due to its heightened performance with social media algorithms. The personability of video content will serve to create deeper connections with the audience, keeping them immersed and engaged in the stories being told, resulting in a much more impactful campaign. The edited interviews were then cut into smaller bite-sized videos, less than 90 seconds long, and edited into a vertical format, to be effective as Instagram reels. The shorter segments proved to be much more digestible and demanded less on the audience.