TRACE Made in Africa | Multi-Market Festival Campaign
1 big music festival in 3 languages.
Led social media strategy for pan-African festival across three languages
(English, French, Portuguese)Campaign reached 40K+ users across Instagram, Facebook, Twitter,
and LinkedInGrew social following by 20K in 7 months
Contributed to 10K+ ticket sales through localized content and influencer partnerships
![2022_SOCIAL MEDIA VISUEL_TMIA_PORTO_LINEUP_MAP [ VERTICAL ] PORT 2.jpg](https://images.squarespace-cdn.com/content/v1/69778bdcb9d697310c482826/caf222dd-8d01-4fc2-83cb-28c663462062/2022_SOCIAL+MEDIA+VISUEL_TMIA_PORTO_LINEUP_MAP+%5B+VERTICAL+%5D+PORT+2.jpg)
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.
I developed the social media campaign strategy, managed content prioritization and, led influencer and brand partnerships with French and Portuguese creators. I also worked on the budget allocation for TV ads. Working alongside TRACE's design team, I handled all translation and localization to ensure messaging felt authentic in each language, and managed community engagement in English, French, and Portuguese.
The challenge was creating content that resonated with audiences in Lagos, London, Paris, and Luanda at the same time, each with different relationships to music and diaspora identity. Our strategy had to feel locally relevant in each market while building momentum for this one big event.
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.