folkFEST 2025

Tools & Skills
Social Media Strategy
Paid advertising
Graphic Design
Canva
Social Media Strategy
Paid advertising
Graphic Design
Canva
folkFEST was a festival run by northern Appalachia collaborative, folkLAB. Set at the historic Homestead Pump House in Homestead, PA, the festival was devoted to celebrating the people and culture that make Northern Appalachia what it is: beautiful, resilient, profound, and genuine.
I was contracted by folkLAB to handle social media promotion around a month out from the festival. After a discovery meeting with co-founders Abigail and Sara, I wrote up a brief marketing plan and got to work.
I was contracted by folkLAB to handle social media promotion around a month out from the festival. After a discovery meeting with co-founders Abigail and Sara, I wrote up a brief marketing plan and got to work.
Campaign Highlights:
+200% follower count increase (+778 followers)
+295% account reach (32% from ads)
+130% in profile activity
+111% in average post views (662 ︎︎︎ 1398)
4.4% conversion rate



I then used Canva and Adobe Photoshop to edit the photos and create the graphics for social media, email, and print promotion, displayed below. I chose to create three versions to use for A/B/C testing, and for collaborators to be able to select which adheres to their branding best.



Leading up to the event, I did A/B testing on the graphics before selecting the one that garnered the most engagement for the $100, 10-day run. This paid social resulted in an overall rise of 567 followers, on top of 18,750 impressions and a 4.4% conversion rate.
Meanwhile, I curated a list of Appalachian folktunes, which I used for static posts, as well as a copy bank (as a rough start to post language). A selection of my social media graphics and videos are included below. If you click on each, you will be led to the post itself.
I must thank Abigail Lis-Perlis and Sara Tang for this opportunity, encouragement, and for being amazing clients! THANK YOU!