RAW Music Festival
Building a campus music festival from zero after two years of disconnection.
- Role
- Head of Marketing
- Focus
- Creative Growth · Campus Activation · Sponsorship Strategy · Visual Campaign
- Outcome
- 1,000+ tickets · 100K+ organic reach · $30K+ sponsorships
No brand. No budget. No playbook.
RAW started with almost no brand awareness, no paid media, and no existing playbook. The first edition happened after COVID lockdowns, when campus life was slowly coming back and students were trying to rebuild offline connection.
The real question was: How does attention actually move around campus?
Create curiosity. Seed it. Convert it.
Viral visual hook
We released a cryptic hands visual inspired by The Creation of Adam, hinting at the theme "Reconnection" after two years of COVID isolation.
Social media matrix + campaign sprints
We moved from mystery to reveal to ticket conversion across social channels and offline activations.
Campus-wide seeding
I coordinated campus KOLs, student organizations, and offline touchpoints so the campaign felt visible everywhere at once.
Conversion funnel
Mystery → Reconnection → Lineup / Social Proof → Offline Activation → Tickets
Attention, emotion, and community.
Attention moves through curiosity.
People respond to something strange enough to make them ask, "Have you seen this?"
Viral growth needs a distribution system.
The campaign worked because the visual was seeded through campus KOLs, student orgs, and social channels at the same time.
GTM starts with knowing who needs to care.
For students, RAW had to feel like a reason to reconnect. For sponsors, a credible way to reach a young campus audience.
Making different people care for different reasons.
- Students — a reason to reconnect
- Student orgs — a reason to share
- Sponsors — a reason to access the audience
- University — a reason to support
What I take from this project.
RAW taught me that marketing is not just distribution. It is about understanding how attention, emotion, and community move through a specific environment, then turning that movement into a campaign people want to enter.
Strong campaigns do not only spread information. They create a moment people want to be part of.