Afrikamera Festival wanted to implement their visual identity into the social media experience. The young audience and the People of Color (PoC) community were not sufficiently present during past festival editions. Further, the recently launched Instagram channel lacked a visual language and thus an active follower participation of a younger audience.
We decided to create a graphic pre-campaign in the social media channels before the start of the festival. The idea was to have a tool to promote the festival that we could implement equally on their facebook and instagram. We researched target-group-relevant statements from African filmmakers who would be featured this year. The chosen statements were integrated into the graphic campaign. The idea of this campaign was to enable a mutual encounter between audience and filmmakers.
Peter Sedufia portrait & graphic-campaign for Afrikamera‘s 2019 Edition – implemented in the social media channels.
Mickey Fonseca portrait & graphic-campaign for Afrikamera‘s 2019 Edition – implemented in the social media channels.
Michel K. Zongo portrait & graphic-campaign for Afrikamera‘s 2019 Edition – implemented in the social media channels.
We initiated an influencer campaign within the young PoC-community. They shared posts about the festival and invited their community to join the film screenings and consequently to follow the Afrikamera social media.
For the first time we have also placed facebook- ads for the festival with the intention of achieving a sold out screening for the opening feature film "Keteke" by Ghanian director Peter Sedufia. As we connected Facebook and Instagram, for the first time, we installed a more efficient workflow, sharing the stories.
Reach out of Facebook campaign for the opening film"Keteke".
We created a series of portraits with participating filmmakers and producers. Based on the graphic layout of Afrikamera’s corporate identity each portrait integrated a unique combination of colors and patterns. It represented the variety of perspectives within the African cinema.
Portraits (left to right) Festival director Alex Moussa Sawadogo, rapper & filmmaker Baloji and film director Yuri Ceuninck.
Portraits (left to right) DOP Pipas Forjaz, performance artist & actress Rebecca Pokua Korang and director Philbert Aime Mbabazi.
Portraits (left to right) director Ery Claver, journalist and film critic Djia Mambu, film producer Florian Schewe.
During the festival we produced a documentary. We did realtime editing and postings connected with an authentic documentation of the atmosphere during the event.
Alex Moussa in the Arsenal - Institute for Film and Video Art, November 2019.
Director Mama Keïta, Christine Tröstrum (Berlinale Talents) and Florian Schewe attending the workshops at Arsenal, Berlin.
Ery Claver (director) attending his own screening and giving answers in a Q&A, November 2019.
Opening celebrations in the Arsenal lobby, Social Impact Brunch Networking Hub (bottom right), November 2019.
Left to right: Wayne Snow (Nigerian musician), Philbert Mbabazi (Oscar nominated director and screenwriter) , Alassane Si (actor/ director), Baloji (rapper/director) and Alex Moussa at the lobby of Arsenal, Berlin.
We implemented a visual identity into the social media of Afrikamera with the new content that we created. We opened the gates for PoC-communities to the festival, through the networks of their influencer. The active participation of followers in social media was motivated by an attractive, coherent and direct visual language, easy to recognize within the younger generations. The long-term audience of Afrikamera was enthusiastic and surprised about the new visual approach. Through facebook sponsoring we could increase the visibility of the festival and achieved the aimed goal of a sold out house for the opening event. Connecting the Instagram-account and the Facebook-page increased the connectivity between the users. The Instagram channel had almost doubled in popularity at the end of the campaign. The entire photo archive is available for the Afrikamera Festival to be used for upcoming posts in their social media channels. Magma is an ongoing partner of Afrikamera.
Social Media impact on Instagram (before and after the event).