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TRACE Made in Africa | Multi-Market Festival Campaign
TRACE Made in Africa was an Afro-Urban music festival bringing together artists and audiences from across the African diaspora: Nigeria, Ghana, South Africa, Cameroon, UK, France, Jamaica, Haiti, Portugal, Cape Verde, Angola, and more. It was meant to take place in Porto, Portugal. Working with TRACE and Portuguese festival producers, I led the social media and content strategy for the festival launch, managing campaigns across three languages and multiple cultural markets simultaneously.
The challenge was creating content that resonated with audiences in Lagos, London, Paris, and Luanda at the same time: each havewith different relationships to African and diasporic music, identity, and festival culture. Our social strategy had to feel locally relevant in each market while building momentum the event.
I led the social media and content teams in developing our campaign strategy, producing artist announcements and influencer collaborations that worked across cultures. We managed community engagement in English, French, and Portuguese, making sure the tone and cultural references felt authentic in each language.
The campaign reached 40K+ users across Instagram, Facebook, Twitter, and LinkedIn, grew our following by 20K in seven months, and contributed to 10K+ ticket sales.