Carifesta the traveling showcase of Caribbean culture exploded across the media landscape of Trinidad & Tobago. We took our proprietary tools, and calibrated them to take a 360° degree look at the impact of Carifesta on the media landscape across traditional, online and social media. This biannual cultural showcase brought delegations from across Caricom together, from August 16 – 25, to light up Trinidad & Tobago and train a spotlight on the cultural wealth of the region.
We analysed data for the month of August, up to August 27th. In that time we found 16.1K Stories. These stories were engaged with 61.8K times. When you put together the potential reach of the authors of these stories they collectively had a potential audience of 203M.
The 16.1K individual stories were made up of editorial features in the newspaper, conversations on radio and thousands of tweets and facebook posts from officials, celebrities and attendees. Every time a story was shared, liked, retweeted or reacted to we captured that engagement. In the end finding 61.8K engagements in our data.
Conversations were spread across a variety of platforms.
Within the stories captured you will notice that Twitter represented a disproportionate number. This is down to the nature of the Twitter platform. Tweets on Twitter are generally logged as public and therefore available to be tracked. Facebook logs the majority of the conversations on its platform as private. This means that we are only able to capture public-facing conversations on Facebook.
As you drill down below the social media platforms, we were very interested to see the impact of online blogs, online news and youtube as important channels.
Traditional Media Conversations
Our proprietary tools allow us to capture the conversations on Traditional Media where Carifesta was mentioned 44 times on TV Broadcast, 115 times on Radio Broadcast and in 148 print editorial stories. This was a very impactful performance for a one month period. There is no direct way to gauge engagement on the traditional media channels. However the data does show that journalist and program directors were focused on Carifesta and invested in covering it and its impact.
2,000 Influencers for Carifesta
Carifesta 2019’s official twitter account @CARIFESTA2019 was the most active with 874 posts and TTT Live Online @tttliveonline Facebook’s account was the most engaging account with a total of 3.1K content engagements.
Newsday.co.tt was the most active and most influential of the websites which covered Carifesta.
Top 10 Influencers for Carifesta
Interesting to see the individual accounts and sites that influenced the conversations around Carifesta. @AjalaPilgrim was one of the promoters of the event and appeared to be a paid online influencer. This is reinforced by the level of activity on his account- creating 164 posts about Carifesta. He was able to effectively leverage his own social media influence to help promote the event driving 3,200 engagements at any average of 20 engagements per post on his Carifesta content.
All of this engagement was not happening in a vacuum as the Carifesta event did have its own advertising campaign and paid promotion.
Advertising Campaign for Carifesta
The advertising campaign for Carifesta was spread across Radio, Press and TV. The advertising began on July 14th with press and radio campaigns. TV advertising began two weeks later on July 29th. It was a significant campaign spread across 34 different media houses with 12,407 individual ad placements.
The advertising campaign, influencers, organically generated stories, all came together to create a lasting impact for what appears to have been a successful Carifesta Festival. Our tools and proprietary data created the most complete picture available of the real impact that Carifesta had on the media landscape. It was fascinating to review the data and to re-experience Carifesta this time reflected back at us via the impression it made on our media landscape.
If you would like to get more information on how you can get a complete picture of how your brand is positioned in your media landscape give us a call at Media Insite. With our services and reports, you get an independent assessment of your Brand Activity both paid and organic. Media InSite is an independent, Port of Spain-based advertising data service specializing in competitor intelligence and ad placement auditing for brand managers, ad agencies, and media houses. Operating since 2011, the company records and indexes advertising content in Barbados, Grenada, Guyana, Jamaica and Trinidad & Tobago.
Statistics in this report are based on information from our proprietary digital system that logs all instances of pre-recorded spot advertising on monitored radio, TV, and cable channels along with staff-indexed newspaper display advertising content.