Responsibilities

• Content Strategy

• Script Writing

• Visual Design

• Video Production

• Social Media Management

Tools

• Instagram Reels

• Adobe Premiere Pro

• Canva

• Hootsuite

Timeline

6 weeks

• Content Strategy and Planning: 1 week

• Script Writing: 1 week

• Video Production: 2 weeks

• Social Media Management: 1 week

• Post-Campaign Analysis: 1 week

The Challenge

• To create engaging and shareable short-form content to promote Halo Halo 2024.

• To increase awareness and drive ticket sales for the event.

• To effectively convey the cultural and charitable aspects of the event.

My Role

• Content strategist, scriptwriter, and video producer for the Instagram Reels campaign.

• Coordinated with the MSU PASS team to ensure alignment with their goals and vision.

Defining Project Goals

• High-level objectives:

  • Create captivating and informative Instagram Reels to boost engagement.

  • Increase ticket sales for Halo Halo 2024.

  • Promote the charitable aspect of the event to encourage participation and donations.

Constraints

• Limited time to produce and edit high-quality videos.

• Ensuring the content resonated with a diverse audience.

The Process

1. Research and Planning

2. Script Writing

3. Video Production

4. Social Media Management

5. Post-Campaign Analysis

Research and Planning

• Audience Analysis:

  • Identified target audience demographics and interests.

  • Analyzed successful Instagram Reels trends and engagement tactics.

• Content Strategy:

  • Planned a series of Reels leading up to the event, each highlighting different aspects of Halo Halo 2024.

Script Writing

• Script for Halo Halo Intro Reel:

  • The script was meticulously crafted to capture attention from the first second and maintain engagement throughout the video.

  • Hooks:

    • Enthusiastic and welcoming introduction by the host.

    • Engaging visuals of previous Halo Halo events.

    • Clear and concise information about the event's purpose and details.

  • Script Breakdown:

    • Intro photos and video clips:

      • Attention-grabbing visuals to set the scene.

    • Host Speaks:

      • Gabby Connors (enthusiastically):

        • "Are you ready? Because we sure are!"

        • Hook to instantly engage the audience.

      • "Welcome to East Lansing, home of MSU PASS, where Halo Halo 2024 will be held!"

        • Setting the scene and providing context.

      • "For those of you who are living under a rock, Halo Halo is PASS’s annual banquet celebrating the mixing of Filipino and various cultures, hence the name Halo Halo."

        • Explaining the event and its cultural significance.

      • "This night is filled with cultural dancing, prizes, and a mystery headliner to be announced soon."

        • Building excitement and anticipation.

      • "This year Halo Halo will be on March 16th, so mark your calendars!"

        • Clear call to action for the audience to save the date.

      • "Now, something about Halo Halo that I love is that every penny made from this event is donated to charity and this year is no different."

        • Highlighting the charitable aspect to appeal to the audience's altruism.

      • "We are so excited to announce that we are working with Save the Children Philippines, helping their goal to ensure that every child is given a healthy start in life."

        • Introducing the charity partner and their mission.

      • "Halo Halo is gonna be a night to remember, so if you’re just like me, you’re not gonna wanna miss it."

        • Personal touch and reinforcing the call to action.

Video Production

• Visual Elements:

  • Intro Photos and Video Clips:

    • Used high-quality, vibrant visuals from past Halo Halo events to captivate viewers immediately.

  • Host Segment:

    • Recorded in a well-lit, visually appealing setting to maintain viewer interest.

    • Dynamic camera angles and transitions to keep the video engaging.

  • Text Overlays and Animations:

    • Added key information as text overlays to reinforce the message.

    • Used animations to highlight important details and add visual appeal.

• Post-Production:

  • Edited using Davinci Resolve to ensure a polished and professional finish.

  • Incorporated background music that matched the energetic tone of the event.

Social Media Management

• Posting Schedule:

  • Posted the Reels at optimal times to maximize reach and engagement.

  • Coordinated with MSU PASS's social media calendar.

• Engagement Tactics:

  • Encouraged viewers to share the Reels and tag friends.

  • Used relevant hashtags to increase discoverability.

  • Engaged with comments and direct messages to build a community around the event.

Post-Campaign Analysis

• Results:

  • Ticket Sales:

    • The event sold out within hours of posting the promotional Reels.

  • Charitable Impact:

    • Raised $3,000 for Save the Children Philippines.

• Engagement Metrics:

  • High engagement rates on the Reels, with a significant number of shares and comments.

  • Increased followers and engagement on MSU PASS's Instagram account.

Closing Thoughts

• Next Steps:

  • Analyze detailed engagement metrics to refine future content strategies.

  • Continue leveraging short-form content to promote MSU PASS events and initiatives.

• What I Learned:

  • The importance of a well-crafted script and engaging visuals in driving social media engagement.

  • How to effectively use Instagram Reels to promote events and causes.

  • The power of storytelling and hooks in capturing and maintaining audience attention.