top of page

FILM

LALIFF
Los Angeles Latino International Film Festival

LALIFF About 1.png
LALIFF CAMPAIGN STRATEGY .png

LALIFF: Paid and Organic Social for a Film Festival
Los Angeles Latino International Film Festival | Apr 2022 to Jun 2022
My Role: Social Media Manager


Overview
The Los Angeles Latino International Film Festival (LALIFF) showcases Latino perspectives across film, TV, digital media, music, and art. For the 2022 festival, I led the social media strategy across Instagram, Facebook, and Twitter (now X), recruited and trained a team of 12 volunteers, directed live event coverage, and ran paid ads on Meta and Twitter. Over the course of the campaign, reach grew 9,440%, engagement grew 315%, online ticket sales rose 5%, and followers grew 17%.


The Challenge

  • A large festival, a small budget: We needed high-volume content across a multi-day festival and a combined ad budget of up to $1,000, without an agency-sized team.

  • Turning attention into tickets: Independent films had to stand out in a crowded feed and point people to online ticket sales.


What I Owned

  • Planned and executed the cross-platform social strategy for Instagram, Facebook, and Twitter

  • Recruited 12 creative volunteers, matched them to roles by skill, and trained them in copywriting, graphics, and fast video editing, three weeks before the festival

  • Managed the volunteers during the festival, directing them to report on the event and shoot photos and video, including of the talent

  • Received their content, then edited and posted it, including graphics, reels, and copy for Instagram Stories and Reels

  • Coordinated volunteers going live on Instagram, with photos sent to me for posting

  • Planned and ran paid campaigns on Meta and Twitter Ads

  • Managed live community interactions


How It Worked

  • Phase 1, three weeks before: I recruited and onboarded the volunteers, assigned roles, and trained everyone on the content workflow.

  • Phase 2, during the festival: Volunteers captured photos and video on the ground and sent them to me. I turned them into posts in real time and kept the three platforms moving.​​

Platform Approach

Platform                                Role                                       What We Did

Instagram

Visual storytelling and ticket conversion

Boosted posts, interactive Stories, live video, and event reels leading viewers to tickets

Facebook

Community

Event promotion, community updates, and long-form video

Twitter (X)

Real-time updates and traffic

Live updates from red carpets and panels, plus ads driving visits to the festival website

Talent Coverage
The volunteers I trained captured photos and video of the festival's talent, including Xochitl Gomez, Edward James Olmos, and the cast of Warner Bros.' Father of the Bride, which I turned into posts for the festival's channels.

Paid Media Results

Platform                                Spend                                                    Results

Meta (Facebook and Instagram)

$325+ across dozens of boosted campaigns, May 30 to Jun 5, 2022

55,595+ impressions

Twitter (X)

Part of $450+ combined spend

7,196 impressions, 474 website link clicks, 6.59% CTR, $0.26 cost per click

Overall Results

  • Reach up 9,440% and engagement up 315% across the three platforms over the course of the campaign

  • Online ticket sales up 5% and followers up 17%

  • 12 volunteers recruited and trained, with posts published on schedule across the festival window

  • Stayed well within a $1,000 ad budget, with $450+ in combined verified spend

​

What I Learned
Training a team before the festival and giving everyone one simple process, capture, send, and post, kept content flowing in real time. A small budget goes further when the whole team knows exactly what its job is.

bottom of page