Average cost per landing page view
%
CTR in Meta ads
Overall impressions in 2025
The brief
Brighton Early Music Festival (BREMF) has been a cornerstone of Brighton’s cultural calendar since its founding in 2003.
Celebrating early music with a modern twist, BREMF connects diverse audiences to the music of the past through concerts, workshops, and innovative projects.
In 2023, BREMF approached Social Firefly to help elevate its social media presence and we’ve been supporting the team during the festival season ever since.
With ambitions to reach younger, more diverse audiences while maintaining its loyal supporter base, BREMF needed a fresh and engaging approach to showcase its dynamic festival program.
The challenge? To balance the festival’s historical roots with contemporary marketing methods, driving ticket sales and solidifying its position as a vital part of Brighton’s cultural scene.
The challenge
Although BREMF had built up a reasonably large following on social media channels, there had never been a content strategy.
Additionally, we faced the challenge of engaging a younger demographic unfamiliar with early music while retaining the loyalty of its core audience.
Compounding this was the need to achieve measurable results on a budget, with a sizeable number of events to promote.
BREMF turned to Social Firefly to transform its social media strategy into one that would not only promote the festival but also enhance audience engagement and drive revenue through ticket sales.
Our approach
At Social Firefly, we saw an opportunity to celebrate BREMF’s unique identity while introducing it to new audiences. Our strategy focused on three pillars: storytelling, visual vibrancy, and community connection.
We worked alongside BREMF staff and volunteers to collect and share content, developing a strong team dynamic.
1. Storytelling that resonates
In 2023 we begun telling the narrative that highlighted the festival’s blend of history and innovation. Through behind-the-scenes content and educational posts on the music’s historical significance, we positioned BREMF as both a cultural treasure and a relevant, engaging festival for all ages.
2. Visual vibrancy
We transformed BREMF’s social media visuals, prioritising high-quality imagery and video content to capture the festival’s lively atmosphere. Instagram Reels became a centerpiece, featuring rehearsal snippets, performer highlights, designed to appeal to a younger, more visually-driven demographic.
3. Building community
We encouraged engagement through interactive content, using question stickers, polls and countdown clocks, amongst other tactics. By spotlighting audience experiences and sharing user-generated content, we created a two-way dialogue, making followers feel like an integral part of the festival.
4. Platform-specific tactics
Each platform was optimised for its unique audience:
- Instagram: Visually engaging stories and reels, focusing on the festival’s creative energy.
- Facebook: A hub for event promotion and community discussion, targeting older, loyal supporters.
- Threads: A playful and contemporary tone, introducing the festival to curious newcomers.
5. Paid social campaigns
We implemented a targeted paid campaign across Instagram and Facebook to promote key events, using a mix of video, graphic design and single images and clear calls-to-action. These campaigns focused on residents in Sussex and beyond, with interests in live music and cultural events.
Combining the above, along with other marketing tactics delivered by the BREMF team, we collectively achieved and exceeded sales targets. Hooray!
Instagram collaboration post with BREMF’s two new Co-Artistic Directors
BREMF’s first (playful) Thread
Instagram artist collab Reel
Conclusion
The Brighton Early Music Festival campaign proved that even a festival deeply rooted in tradition can thrive in a modern, digital landscape. By embracing storytelling, creativity, and community engagement, BREMF successfully expanded its audience while staying true to its core mission.
With Social Firefly’s strategic direction, BREMF didn’t just promote a festival—it built lasting connections, deepened its community ties, and secured a stronger future for early music in Brighton and beyond.
“We’re delighted to have worked with Social Firefly to promote our events for a second year running. Their targeted support at our busy on-sale time of year, has transformed our social content and helped us hit our audience targets. Social media is such a vital marketing channel in 2024 that this investment feels like it’s essential.”
Cathy Boyes, Festival Producer
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