Elli Camera photo exhibition

• 5Card news posts
• 4Alternative campaign plans

How we planned it

1. 1

   We read the story of the show first

   At the first meeting we learned the organizers cared most about showing people through photos and stories. The theme was loneliness, and they hoped people in their 20s and 30s would come for the content itself. So our first proposal was marketing for people who come alone.

2. 2

   We made an action menu by budget

   Instead of pitching everything at once, we made a menu of posters, Instagram humor posts, and Meta ads at minimum, standard, and full levels to choose from. For viral posts we also wrote a rule to stop within days if there was no response.

3. 3

   We split roles and set a three week calendar

   In an in person meeting we agreed that we would take people in their 20s and 30s while the organizers covered their fans in their 50s and 60s. Content sat on a shared idea that the show is fine to visit alone, with an angle per generation, laid out in a three week calendar around ticket opening.

4. 4

   We worked back from ad learning time

   To give Meta ads two weeks to learn before ticket opening, we set the start date by working backward. Ad account setup and pixel install came first, and before opening we gathered interested people to notify on opening day.

5. 5

   A pilot set the tone

   We made one card news piece as a pilot to settle the tone before making more. A magazine style track on how writers, painters, and films treat solitude let us create without waiting for portrait approvals, and countdown style urgency was left out because it did not suit the show.

Deliverables

• Ad account structure
• Meta ads
• Five card news posts
• Alternative plans

Photos set the mood and are not from the project.