FESTIVALS MADE BY YOU
Partnership Social Content Series
Creative Director
Festivals aren’t built. They’re lived.
Stats
30+ creators collaborated with
Hundreds of social-first assets produced
Multi-million organic impressions
Creator-led content outperforming brand-only posts
~50% budget reduction vs the previous year
5 culturally distinct festivals activated with one system
Rather than relying on high-production brand content, the strategy leaned into creator-led storytelling and reactive, on-the-ground filming. Creators were treated as collaborators, not talent — briefed to live the festival, not document it — capturing moments of connection, belonging and joy as they happened. Brand-shot content was captured in the same social-native style and edited to sit seamlessly alongside creator footage, creating one unified story rather than parallel streams.
Designed as a system, the platform flexed across culturally distinct festivals — Parklife, Wireless, Latitude, Wilderness and Reading — allowing each to feel true to its audience while staying anchored to a single creative idea.
The approach unlocked scale without spend. Across the season, the campaign delivered 13.8M views, 9.4M reach and 94K+ engagements, with standout performance on TikTok driven by POV formats, creator collabs and real-time storytelling. Attention quality increased too, with 2-second views exceeding targets by 50%+ and 6-second views up nearly 30%, proving audiences weren’t just scrolling past — they were staying.
The result was a repeatable, creator-powered social model that delivered cultural relevance, emotional resonance and strong organic performance, proving that with the right strategy, authenticity can outperform budget.
For 2025, Three returned to festival season with a clear challenge: build on a strong previous year while working with a significantly reduced budget and a broader cultural remit. The ambition wasn’t to do less, but to design a smarter, more scalable social system. The answer was Festivals. Made by You — a social-first platform built on one belief: the most powerful festival stories are made by the people who live them.
Crucially, Three showed up as an enabler rather than the headline act. The brand was present but never dominant, reinforcing its role in powering connection rather than interrupting it. Comment sections became extensions of the festival itself, with audiences tagging friends, spotting themselves in crowd shots and sharing their own Festivals. Made by You moments.