UK PR Campaign
To create a campaign that spoke to Fresh Island’s target audience of digital savvy millennials, an audience who are not consuming traditional media. The agency was also tasked with shifting the gender balance of attendees, which was 70% male in 2017.
Full Fat created a targeted six month campaign that focussed on digital and on air content that speak to a 18-25 audience.
Two media partnerships were secured with Capital Xtra and Rinse FM allowing the festival to collaborate with two of the biggest urban music stations in the UK, championing the genre at opposite ends of the spectrum. The Capital Xtra partnership included a money can’t buy competition, on air reads and a broadcast from the festival on Tim Westwood’s weekend show. The Rinse FM collaboration centred around a pre-festival social media campaign, on air reads and content capture at the event.
The media partnerships were bolstered by influencer activity that saw three aligned Instagram micro influencers (140k combined following) attend the festival to capture the Fresh Island experience along with an Instagram takeover for beauty brand Beauty Bay (667K following).
“Europe’s premier rapfest.”
“One of the world’s leading urban beach festivals.”