Social Media Marketing for Folk Dance Concert

Client: Koidupuna • Timeline: 2025/26 winter • Project Type: Non-profit

Koidupuna is a non-profit folk dance group based in Tallinn, Estonia. I had the opportunity to help them promote their concert “Tantsime pittu! Meie Kalev saab 65” that took place in Salme Kultuurikeskus, one of the biggest concert halls in Tallinn in February 2026. I was responsible for promoting the event on social media (Facebook). I also created marketing graphics for digital and print, took photos and created a short-form video.

Project included:

  • Social Media Marketing

  • Graphic Design

  • Photography

  • Short-Form video

Technologies used:

  • Adobe Photoshop

  • Canva

Marketing Graphics

I used Facebook as the main social media marketing channel, as the group already had a Facebook page. I created a Facebook Event for the concert and designed a horizontal poster that could be used as event cover image. The same image was also suitable to use on Fienta ticket sales platform.

Posters I designed were used on digital screens at the Salme Kultuurikeskus venue to promote the event among other events taking place there.

I also designed a vertical poster for sharing on Facebook timelines, use on ERRs website, print out as a physical poster and send as e-mail invitations.

Social Media Posts

My social media strategy for marketing this event was as follows:

  1. Create a Facebook Event and post regularly in the discussion tab

  2. Post on the dance group’s Facebook Page Timeline and share posts where the group is mentioned.

  3. Post and promote the event in a relevant Facebook Group (“Eesti Rahvatantsijad", which has over 8000 people interested in folk dance.)

For promoting I used the marketing graphics I created, videos that were taken by other members of the team, as well as took photos of rehearsals and preparations. I also made a short-form video of a big rehearsal a week before the concert.

Concert Program Sheet

I was also tasked to design a concert program sheet (setlist), which was then printed and handed out to audience members. We chose an off-white thicker paper to print it on, so it would give off vintage vibes and also feel premium.

It also came in handy for performers so they would know what the order of dances was and who was to go on stage when, so couple of setlists were stuck to walls behind the stage as well.

Results

The results of were as follows:

  • Facebook Event engagement: 414 people marked either Going or Interested.

  • Tickets to the concert sold: ~345